a project on marketing strategies of dabur products

8/10/2019 A Project on Marketing Strategies of Dabur Products

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A PROJECT ON MARKETING STRATEGIES OF DABUR

PRODUCTS

SUMMER TRAINING PROJECT REPORT

SUBMITTED TOWARDS PARTIAL

FULFILLMENT

OF

MASTERS OF BUSINESS ADMINISTRATION

(Affiliated to Mahamaya Technical University)

ACADEMIC SESSION2!! " 2!2

S#$mitted %y& NI'ES *A+SNE,

+O NO- 10686700582!.2!2

External Supervi!r Internal Supervi!rMr- /+INCE 0AU+ Dr- +A1INDE+ SIN0 SAESEECUTI*E /+O3ESSO+DA%U+ INDIA /*T TD AIAM4EST /ATE NA0A+5!!6 0+EATE+ NOIDA

"#$ %n!&le'(e Par)*III$

Greater N!i'a$ +U,P,-$

./01/2



AC%NOWLEDGEMENT

The 7ro8ect on 9MAR%ETING STRATEGIES OF DABUR INDIA PRODUCT: has $een

cond#cted $y me d#rin; !< 1#ly To 2< A#;#st- I have com7leted this 7ro8ect5 $ased on the

/rimary research5 #nder the ;#idance of my fac#lty ;#ide Dr, Ra3in'er Sin(4 -

I o=e enormo#s intellect#al de$t to=ards my ;#ide =ho has a#;mented my >no=led;e in the

field of Mar>etin; +esearch they have hel7ed me learn a$o#t the 7rocess and ;ivin; me val#a$le

insi;ht into the vario#s M+ 7ractices

-I =o#ld li>e to than> all the res7ondents =itho#t =hose coo7eration my st#dy =o#ld not have

$een 7ossi$le-

ast $#t not the least5 I feel inde$ted to all those 7ersons and or;ani?ations that have 7rovided

hel7ed directly or indirectly in s#ccessf#l com7letion of this st#dy-

Date NI%5ILES5 6ARS5NE7



R,NO* 1068670058

DECLARATION

I5 5ARIOM DA5I7A$ R!ll N!, 0/8289//.9$ Cla MBA +III Se:- of ACCURATE

INSTITUTE OF AD6ANCED MANAGEMENT $ here$y declare that s#mmer trainin; 7ro8ect

entitled& @Mar)etin( Strate(ie !; Da<ur In'ia Lt',= is an ori;inal =or> and the same has not

$een s#$mitted to any other instit#te for the a=ard of any other de;ree-

A seminar 7resentation of the trainin; re7ort =as made on 0#t4 June$./00 t!

.#Au(ut$./00 and the s#;;estions s a77roved $y the fac#lty =ere d#ly incor7orated-

Si(nature !; t4e Can'i'ate



PRESCRIBED FORMAT OF CERTIFICATE TO BE ISSUED B7 T5E

SUPER6ISOR FROM INDUSTR7

Certificate of authenticity

CERTIFICATE

This is to certify that the S#mmer Internshi7 /ro8ect Titled 9 MARKETING

STRATEGIES OF DABUR INDIA PRODUCT :5 is an ori;inal =or> and that this =or> has not $een s#$mitted any=here in any form- My inde$tedness to other

=or>s7#$lications has $een d#ly ac>no=led;ed at the relevant 7laces- The 7ro8ect

=or> =as carried d#rin; !<1#ne-To2< A#;#st in DABUR INDIA P6T, LTD,

Mr, PRINCE GAUR DABUR INDIA P6T, LTD,



Certificate fro Interna! Su"er#i$or

CERTIFICATE FROM T5E INTERNAL SUPER6ISOR

This is to certify that the 7ro8ect =or> entitled >MAR%ETING STRATEGIES OF

DABUR INDIA PRODUCT?5 is a $onafide =or> carried o#t $y NIK%I&ES%

'ARS%NE( ,is a candidate of the M%A (%atch 2!.!2)ACCURATE INSTITUTE OF

AD6ANCED MANAGEMENT5 0+EATE+ NOIDA5 #nder my ;#idance and

direction-

Dr, RAJINDER SING5

AIAM

GREATER NOIDA



TABLE OF CONTENTS

SE+IA NO- /A0E NO,

0, INTRODUCTION TO T5E PROBLEM@ORGANIATION 9

., OBJECTI6E OF T5E STUD7 2

1, LITERATURE RE6IEW 8/

", RESEARC5 MET5ODOLOG7 8#

, ANAL7SIS AND FINDINGS 2/

8, RECOMMENDATIONS AND CONCLUSIONS #.

B- REFERENCES #8

2, ANNEURES #2



C5APTER 0

INTRODUCTION TO T5E PROBLEM@ORGANIATION



INTRODUCTION

Da$#r India imited is one of the leadin; cons#mer ;oods com7any of India =ith interests in

healthcare5 7ersonal care and foods- 3or more than a cent#ry Da$#r has =or>ed in active

colla$oration =ith nat#re to 7rovide the $est of her$al health and 7ersonal care 7rod#cts to its

cons#mers- Today5 Da$#r is all set to ta>e this a$#ndant >no=led;e of Ay#rveda to ;lo$al

frontiers-

Da$#r India imited is the fo#rth lar;est 3MC0 Com7any in India =ith interests in ealth

care5 /ersonal care and 3ood 7rod#cts- %#ildin; on a le;acy of #ality and e7erience for

over ! years5 today Da$#r has a t#rnover of +s-22-B2 crore =ith 7o=erf#l $rands li>e

Da$#r Amla5 Da$#r Chya=an7rash5 *ati>a5 a8mola F +eal-

CORPORATE P5ILOSOP57

'no=led;e is the >ey to ;ro=th in todayGs =orld- 4hatever the ind#stry5 it is the >no=led;e5

=hich 7rovides c#ttin; ed;e to individ#al and or;ani?ations- 3or more than a cent#ry nat#re has $een a rich so#rce of >no=led;e for Da$#r- Nat#re has not only ;iven #s the in;redients for all

o#r 7rod#cts $#t has also ta#;ht #s ho= to create a harmony =ithin and =itho#t the or;ani?ation-

Nat#re has ins7ired #s in all o#r acts- Ay#rveda . the science of life is $ased on 7rinci7les of

nat#re- All Ay#rvedic 7re7arations have their in;redients derived from Nat#re- Da$#r has

converted the healin; 7ro7erties of nat#ral in;redients and the a;e.old >no=led;e of Ay#rveda

into contem7orary healthcare 7rod#cts to alleviate health 7ro$lems of its cons#mers-

Da$#r is committed to e7and the reach of this a;e.old >no=led;e of Ay#rveda and Nat#re

thro#;h =e$- Thro#;h =e$5 they aim to overcome the 7hysical $o#ndaries to ta>e Ay#rvedic =ay

of life to ;lo$al frontiers-

http://www.dabur.com/EN/Products/Health_Care/


http://www.dabur.com/EN/Products/Personal_Care/

http://www.dabur.com/EN/group/Foods/

http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/

http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/

http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/

http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/

http://www.dabur.com/EN/Group/Foods/real/



http://www.dabur.com/EN/Products/Personal_Care/

http://www.dabur.com/EN/group/Foods/

http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Amla/


http://www.dabur.com/EN/Products/Personal_Care/Hair_Care/Vatika/


http://www.dabur.com/EN/Group/Foods/real/



Da$#r India imited #nderstands its res7onsi$ility as a cor7orate ho#se- 4e have not only set o#r

si;ht on increasin; t#rnover and 7rofita$ility of the com7any $#t also on

7ro7a;atin; Ay#rveda . the Indian system of medicine-



6ISION

)De*icate* to the %ea!th an* +e!! Bein, of E#ery %ou$eho!*-)

Da$#r is a com7any =ith a set of esta$lished $#siness val#es5 =hich

direct its f#nctionin; as =ell as all its o7erations- In this5 Da$#r is ;#ided

$y the =ords of its fo#nder Dr- S ' %#rman @4hat is that life =orth that

cannot ;ive comfort to others-@ The com7any offers its cons#mers5

7rod#cts to s#it their needs and ;ive them ;ood val#e for money- The

com7any is committed to follo= the ethical 7ractices in doin; $#siness-

At Da$#r5 Nat#re acts as not only the so#rce of ra= material $#t also an

ins7iration and the com7any is committed to 7rotect the ecolo;ical

$alance-



MISSION

)To .e the !ea*er in the Natura! Foo*$ / Be#era,e$ In*u$try-)

Stri#e to *e!i#er thi$ .y0

Consistently deli;htin; the

cons#mer thro#;h #ality 7rod#cts

%ein; the com7any of choice

for o#r $#siness 7artners

Deliverin; hi;her ret#rns to sta>eholders-



DABUR GROUPS

4ith a $as>et incl#din; 7ersonal care5 health care and food 7rod#cts5 Da$#r India

imited has set #7 s#$sidiary 0ro#7 Com7anies across the =orld that can mana;e its

$#sinesses more efficiently- 0iven the vast ran;e of 7rod#cts5 so#rcin;5 7rod#ction and

mar>etin; have $een divested to five leadin; ;ro#7 com7anies that cond#ct their

o7erations inde7endently&



STP ANALYSIS OF DABUR PRODUCTS

SEGMENTATION

Vatika Hair Oil was launched at an almost 100% premium to themarket

leader. This meant that the segment of the market that dabur wanted to

cater to was the premium segment which valuednourishment of the hairabove the price and it tried to attend to thatsegment which was not price

sensitive.

TARGETING

This was in line with its proposition and overall brand strategy of apremium

upmarket product targeted for individual needs as opposed tothe collectivistculture of the category. !t targeted the highincome urbancategory of hair oil

users. "ince the product was e#pensive it couldmainly cater to the urbanmarket as opposed to the rural market whereconsumers are highly price

sensitive. $eing positioned as having amlahenna and lemon e#tracts the

product was targeted towards the youngcontemporary educated multifaceted achievementdriven andconfident women who were positioned as

the Vatika &oman.

POSITIONING

'Total hair (are) brand*The product innovation was fed by the vital consumer insight thatmany

women in contemporary !ndia are worried about hair problemscaused by

urban pollution fre+uent change of diet due to geographicalmobility andother factors. $eset by modernday hair problems theyare far more inclined

to rely on homegrown remedies. $y offering hair oil that combined thebenefits of natural products in a single packVatika created a niche for itself

as the 'total hair care) brand.

,-atural offering*Vatika is a brand that espouses traditional wisdom about health in amodern

format. !t believes that nature has perennial answers to daytoday health



issues particularly when it comes to hair care and skincare. !n a worldwhere modern living causes untold stress the Vatika brand holds out the

promise of providing natural ingredients that re/uvenate and safeguard the

human body in an e#traordinary way.This concept is put to work through

contemporary modern productsoffered by Vatika.The Vatika woman*The Vatika woman is young contemporary educated multi

facetedachievementdriven and confident. !t is in the Vatika brand thatshesees a true reflection of her own personal ideals. Through creation of the

concept of Vatika woman it has tried to carve out a newpositioning in the

minds of the new age woman.



COMPANY OVERVIEW

AT A GLANCE

O6ER T5E 7EARS

The story of Da$#r ;oes $ac> to !66H5 to a yo#n; doctor armed =ith a de;ree in medicine and a

$#rnin; desire to serve man>ind- This yo#n; man5 Dr- S- '- %#rman5 laid the fo#ndations of

=hat is today >no=n as Da$#r India imited- 3rom those h#m$le $e;innin;s5 the com7any has

;ro=n into IndiaGs leadin; man#fact#rer of cons#mer healthcare5 7ersonal care and food

7rod#cts- This 7henomenal 7ro;ress has seen many milestones5 some of =hich are mentioned

$elo=&



022"

%irth of Da$#r

02#8 Settin; #7 a man#fact#rin; 7lant

Earl 0#// Ay#rvedic medicines

0#0# Esta$lishment of research la$oratories

0#./ E7ands f#rther

0#18 Da$#r India (Dr- S-'- %#rman) /vt- td-

0#9. Shift to Delhi

0#9# Sahi$a$ad factory Da$#r +esearch 3o#ndation

0#28 /#$lic imited Com7any

0##. 1oint vent#re =ith A;rolimen of S7ain

0##1 Cancer treatment

0##" /#$lic iss#es

0## 1oint *ent#res

0##8 se7arate divisions

0##9 3oods Division /ro8ect STA+S

0##2 /rofessionals to mana;e the Com7any

./// T#rnover of +s-!5 crores

.//1 Da$#r demer;es /harma %#siness

.// Da$#r a#ires %alsara

.// Da$#r anno#nces %on#s after !2 years

.//8 Da$#r crosses 2 %in mar>et Ca75 ado7ts US 0AA/

.//8 A77roves 3CC%0D+AD+ #7 to 2 million

.//9 Cele$ratin; ! years of +eal

.//9 3oray into or;anised retail

.//9 Da$#r 3oods Mer;ed 4ith Da$#r India

022" *

Dr- S ' %#rman lays the fo#ndation of =hat is today >no=n as Da$#r India imited- Startin;from a small sho7 in Calc#tta5 he $e;an a direct mailin; system to send his medicines to even the

smallest of villa;es in %en;al- The $rand name Da$#r is derived from the =ords GDaG for Da>tar

or doctor and G$#rG from %#rman-

http://www.dabur.com/en/about/company/history.asp#%23




















































02#8 .As the demand for Da$#r 7rod#cts ;ro=s5 Dr- %#rman feels the need for mass 7rod#ction

of some of his medicines- e sets #7 a small man#fact#rin; 7lant at 0arhia near Calc#tta-

0#// *

The net ;eneration of %#rmans ta>e a conscio#s decision to enter the Ay#rvedic medicines

mar>et5 as they $elieve that it is only thro#;h Ay#rveda that the healthcare needs of 7oor Indians

can $e met-

0#0# *

The search for 7rocesses to s#it mass 7rod#ction of Ay#rvedic medicines =itho#t com7romisin;

on $asic Ay#rvedic 7rinci7les leads to the settin; #7 of the first +esearch F Develo7mentla$oratory at Da$#r- This initiates a 7ainsta>in; st#dy of Ay#rvedic medicines as mentioned in

a;e.old scri7t#res5 their man#fact#rin; 7rocesses and ho= to #tili?e modern e#i7ment to

man#fact#re these medicines =itho#t red#cin; the efficacy of these dr#;s-

0#./ *

A man#fact#rin; facility for Ay#rvedic Medicines is set #7 at Narendra7#r and Da$#r;ram-

Da$#r e7ands its distri$#tion net=or> to %ihar and the north.east-

0#18 *

Da$#r India (Dr- S ' %#rman) /vt- td- is incor7orated-

0#"/ *

Da$#r diversifies into 7ersonal care 7rod#cts =ith the la#nch of its Da$#r Amla air Oil- This

7erf#med heavy hair oil catches the ima;ination of the common man and film stars ali>e and

$ecomes the lar;est hair oil $rand in India-

0#"# *



Da$#r Chya=an7rash is la#nched in a tin 7ac> and $ecomes the first $randed Chya=an7rash of

India-

0#8 *

Da$#r $#ys its first com7#ter- Acco#nts and stoc> >ee7in; are one of first o7erations to $e

com7#teri?ed-

0#9/ *

Da$#r e7ands its 7ersonal care 7ortfolio $y addin; oral care 7rod#cts- Da$#r al Dant Man8an

is la#nched and ca7t#res the Indian r#ral mar>et-

0#9. *

Da$#r shifts $ase to Delhi from Calc#tta- Starts 7rod#ction from a hired man#fact#rin; facility

at 3arida$ad-

0#92 *

Da$#r la#nches the a8mola ta$let- This is the first time that a classical Ay#rvedic medicine is

$randed . from Sh#dha$ardha> $ati to a8mola ta$let-

0#9# *

The Da$#r +esearch 3o#ndation (D+3)5 an inde7endent com7any5 is set #7 to s7earhead Da$#rGs

m#lti.faceted research-

0#9#*

Commercial 7rod#ction starts at Sahi$a$ad- This is one of the lar;est and most modern

7rod#ction facilities for Ay#rvedic medicines in India at this time-

0#2" *

The Da$#r $rand t#rns ! $#t is yo#n; eno#;h to e7eriment =ith ne= offerin;s in the mar>et-



0#28 *

Da$#r $ecomes a 7#$lic limited com7any thro#;h reverse mer;er =ith *ido;#m imited5 and is

re.christened Da$#r India imited-

0#2# *

a8mola Candy is la#nched and ca7t#res the ima;ination of children and esta$lishes a lar;e

mar>et share-

0##. *

Da$#r enters into a 8oint vent#re =ith A;rolimen of S7ain for man#fact#rin; and mar>etin;confectionery items s#ch as $#$$le ;#ms in India-

0##1 *

Da$#r sets #7 the oncolo;y form#lation 7lant at %addi5 imachal /radesh-

0##" *

Da$#r India imited comes o#t =ith its first 7#$lic iss#e- The +s-! share is iss#ed at a 7remi#m

of +s-6J 7er share- The iss#e is overs#$scri$ed 2! times-

0##" *

Da$#r reor;ani?es its $#siness =ith sales and mar>etin; o7erations $ein; divided into se7arate

divisions-

0##" *

Da$#r enters the oncolo;y (anti.cancer) mar>et =ith the la#nch of Intael (/aclitael)- Da$#r

$ecomes only the second com7any in the =orld to la#nch this 7rod#ct- The Da$#r +esearch

3o#ndation develo7s the #ni#e eco.friendly 7rocess of etractin; the dr#; from the leaves of

the Asian ,e= tree-



0## * Da$#r enters into a 8oint vent#re =ith Osem of Israel for food and %on;rain of 3rance for

cheese and other dairy 7rod#cts-

0##8 *

Da$#r la#nches +eal 3r#it 1#ice =hich heralds the com7anyGs entry into the 7rocessed foods

mar>et-

0##9 *

The 3oods division is created5 com7risin; of +eal 3r#it 1#ice and ommade coo>in; 7astes to

form the core of this divisionGs 7rod#ct 7ortfolio-

/ro8ect STA+S (Strive To Achieve +ecord S#ccesses) is initiated $y the com7any to achieve

accelerated ;ro=th in the comin; years- The sco7e of this 7ro8ect is strate;ic5 str#ct#ral and

o7erational chan;es to ena$le efficiencies and im7rove ;ro=th rates-

0##2 *

The %#rman family hands over the reins of the com7any to 7rofessionals- Mr- Nin# 'hanna 8oins

Da$#r as the Chief Eec#tive Officer-

0###*./// . Da$#r achieves the +s-! crore t#rnover mar>-



PRODUCT LINE

Foods

• Real

• Real Activ

• Hommade

• Lemoneez

• CapsicoHealth

CareBaby Care

Dabur Lal Tail

• Dabur Baby Olive Oil

• Dabur Janma Ghunti

Health Supplemets

• Dabur Chyawanprash

• Dabur Glucose D

Di!esti"es

• Hamola !umstic"

• Hamola #ast #asala



• Anardana

• Hamola Candy $un%

• Hamola Candy

• &udin Hara 'Li(uid and &earls)

• &udin Hara G

• Dabur Hin*oli

Nature Care

• +hilait Gold

• +at ,sab*ol

•

+hilait

• Rin* Rin*

• ,tch Care

• Bac"aid

• +han"ha &ushpi

• Dabur Balm

• +arbyna +tron*

Persoal Care



Hair Care Oil

• Amla Hair Oil

• Amla Lite Hair Oil

• -ati"a Hair Oil

• Anmol +arson Amla

•

Anmol +il"y Blac"

• -ati"aHennaConditionin*

Shampoo

• -ati"a AntiDandru. +hampoo

•

Anmol /atural +hine +hampoo

Oral Care

• Dabur Red Gel

• Dabur Red 0oothpaste

• Babool 0oothpaste

• Dabur Lal Dant #anan

• DaburBinaca

Toothbrush



S#i Care

• Gulabari

• -ati"a 1airness 1ace &ac"

$yur"edi% Spe%ialities

• Ayurveda

• Ayurveda -i"as



MILESTONES TO SUCCESS

Da$#r India td- made its $e;innin;s =ith a small 7harmacy5 $#t has contin#ed to

learn and ;ro= to a commandin; stat#s in the ind#stry- The Com7any has ;one a

lon; =ay in 7o7#larisin; and ma>in; easily availa$le a =hole ran;e of 7rod#cts

$ased on the traditional science of Ay#rveda- And it has set very hi;h standards in

develo7in; 7rod#cts and 7rocesses that meet strin;ent #ality norms- As it ;ro=s

even f#rther5 Da$#r =ill contin#e to mar> #7 on ma8or milestones alon; the =ay5

settin; the road for others to follo=-

!66H . Esta$lished $y Dr- S ' %#rman at 'ol>ata

!6<K . 3irst 7rod#ction #nit esta$lished at 0arhia

!<!< . 3irst +FD #nit esta$lished

Early !<s . /rod#ction of Ay#rvedic medicines

Da$#r identifies nat#re.$ased Ay#rvedic medicines as its area of s7ecialisation- It is the

first Com7any to 7rovide health care thro#;h scientifically tested and a#tomated

7rod#ction of form#lations $ased on o#r traditional science-

!< . A#tomation and #7;radation of Ay#rvedic 7rod#cts man#fact#rin; initiated!<K . Da$#r (Dr- S ' %#rman) /vt- td- Incor7orated

!<H . /ersonal care thro#;h Ay#rveda

Da$#r introd#ces Indian cons#mers to 7ersonal care thro#;h Ay#rveda5 =ith the la#nch of

Da$#r Amla air Oil- So 7o7#lar is the 7rod#ct that it $ecomes the lar;est sellin; hair oil

$rand in India-

!<H< . a#nched Da$#r Chya=an7rash in tin 7ac>

4idenin; the 7o7#larity and #sa;e of traditional Ay#rvedic 7rod#cts contin#es- The

ancient restorative Chya=an7rash is la#nched in 7ac>a;ed form5 and $ecomes the first

$randed Chya=an7rash in India-

!<JB . Com7#terisation of o7erations initiated

!<B . Entered Oral Care F Di;estives se;ment



Addressin; r#ral mar>ets =here homemade oral care is more 7o7#lar than m#ltinational

$rands5 Da$#r introd#ces al Dant Man8an- 4ith this a conveniently 7ac>a;ed her$al

tooth7o=der is made availa$le at afforda$le costs to the masses-

!<B2 . Shifts $ase to Delhi from Calc#tta

!<B6 . a#nches a8mola ta$let

Da$#r contin#es to ma>e innovative 7rod#cts $ased on traditional form#lations that can

7rovide holistic care in o#r daily life- An Ay#rvedic medicine #sed as a di;estive aid is

$randed and la#nched as the 7o7#lar a8mola ta$let-

!<B< . Da$#r +esearch 3o#ndation set #7

!<B< . Commercial 7rod#ction starts at Sahi$a$ad5 the most modern her$al medicines

7lant at that time

!<6H . Da$#r com7letes ! years

!<66 . a#nches 7harmace#tical medicines

!<6< . Care =ith f#n

The Ay#rvedic di;estive form#lation is converted into a childrenGs f#n 7rod#ct =ith the

la#nch of a8mola Candy- In an innovative move5 a c#rative 7rod#ct is converted to a

confectionary item for =ider #sa;e-

!<<H . Comes o#t =ith first 7#$lic iss#e

!<<H . Enters oncolo;y se;ment

!<<H . eadershi7 in health care

Da$#r esta$lishes its leadershi7 in health care as one of only t=o com7anies =orld=ide to

la#nch the anti.cancer dr#; Intael (/aclitael)- Da$#r +esearch 3o#ndation develo7s an

eco.friendly 7rocess to etract the dr#; from its 7lant so#rce

!<<K . Enters foods $#siness =ith the la#nch of +eal 3r#it 1#ice!<<K . +eal $lit?>rie;

Da$#r ca7t#res the ima;ination of yo#n; Indian cons#mers =ith the la#nch of +eal 3r#it

1#ices . a ne= conce7t in the Indian foods mar>et- The first local $rand of !L 7#re



nat#ral fr#it 8#ices made to international standards5 +eal $ecomes the fastest ;ro=in; and

lar;est sellin; $rand in the co#ntry-

!<<6 . %#rman family hands over mana;ement of the com7any to 7rofessionals

2 . The !5 crore mar>

Da$#r esta$lishes its mar>et leadershi7 stat#s $y sta;in; a t#rnover of +s-!5 crores-

Across a s7an of over a ! years5 Da$#r has ;ro=n from a small $e;innin; $ased on

traditional health care- To a commandin; 7osition amon;st an a#;#st lea;#e of lar;e

cor7orate $#sinesses-

2! . S#7er s7ecialty dr#;s

4ith the settin; #7 of Da$#r Oncolo;yGs sterile cytotoic facility5 the Com7any ;ains

entry into the hi;hly s7ecialised area of cancer thera7y- The state.of.the.art 7lant and

la$oratory in the U' have a77roval from the MCA of U'- They follo= 3DA ;#idelines

for 7rod#ction of dr#;s s7ecifically for E#ro7ean and American mar>ets-

22 . Da$#r record sales of +s !!K-!< crore on a net 7rofit of +s KH-H

crore

2 . Da$#r demer;es /harmace#ticals $#siness

Da$#r India a77roved the demer;er of its 7harmace#ticals $#siness from the 3MC0

$#siness into a se7arate com7any as 7art of 7lans to 7rovider ;reater foc#s to $oth the

$#sinesses- 4ith this5 Da$#r India no= lar;ely com7rises of the 3MC0 $#siness that

incl#de 7ersonal care 7rod#cts5 healthcare 7rod#cts and Ay#rvedic S7ecialities5 =hile the

/harmace#ticals $#siness =o#ld incl#de Allo7athic5 Oncolo;y form#lations and %#l>

Dr#;s- Da$#r Oncolo;y /lc5 a s#$sidiary of Da$#r India5 =o#ld also $e 7art of the

/harmace#tical $#siness-

Maintainin; ;lo$al standards

As a reflection of its constant efforts at achievin; s#7erior #ality standards5 Da$#r

$ecame the first Ay#rvedic 7rod#cts com7any to ;et ISO <2 certification-

Science for nat#re

+einforcin; its commitment to nat#re and its conservation5 Da$#r Ne7al5 a s#$sidiary of



Da$#r India5 has set #7 f#lly a#tomated ;reenho#ses in Ne7al- This scientific landmar>

hel7s to 7rod#ce sa7lin;s of rare medicinal 7lants that are #nder threat of etinction d#e to

ecolo;ical de;radation-

2J . Da$#r a#ires %alsara

As 7art of its inor;anic ;ro=th strate;y5 Da$#r India ac#ires %alsaraGs y;iene and

ome 7rod#cts $#sinesses5 a leadin; 7rovider of Oral Care and o#sehold Care 7rod#cts

in the Indian mar>et5 in a +s !H.crore all.cash deal-

2J . Da$#r anno#nces $on#s after !2 years

Da$#r India anno#nced iss#e of !&! %on#s share to the shareholders of the com7any5 i-e-

one share for every one share held- The %oard also 7ro7osed an increase in the a#thori?ed

share ca7ital of the com7any from eistin; +s J crore to +s !2J crore-

2K . Da$#r crosses 2 $in mar>et ca75 ado7ts US 0AA/-

Da$#r India crosses the 2.$illion mar> in mar>et ca7italisation- The com7any also

ado7ted US 0AA/ in line =ith its commitment to follo= ;lo$al $est 7ractices and ado7t

hi;hest standards of trans7arency and ;overnance-

2K . A77roves 3CC%0D+AD+ #7 to 2 million

Movin; for=ard on the inor;anic ;ro=th 7ath5 Da$#r India decides to raise #7 to 2

million from the international mar>et thro#;h %onds5 3CC%s5 0D+5 AD+5 I/s or any

other sec#rities-The ca7ital raised =ill $e #sed to f#nd Da$#rGs a;;ressive ;ro=th

am$itions and ac#isition 7lans in India and a$road-

2B . Cele$ratin; ! years of +eal

Da$#r 3oods #nveiled the ne= 7ac>a;in; and desi;n for +eal at the com7letion of !years of the $rand- The ne= refined modern loo> de7icts the nat#ral ;oodness of the 8#ice

from freshly 7l#c>ed fr#its-

2B . 3oray into or;anised retail



Da$#r India anno#nced its foray into the or;anised retail $#siness thro#;h a =holly.

o=ned s#$sidiary5 F% Stores td- Da$#r =ill invest +s !H crores $y 2! to esta$lish

its 7resence in the retail mar>et in India =ith a chain of stores on the ealth F %ea#ty

format-

2B . Da$#r 3oods Mer;ed 4ith Da$#r India

Da$#r India decides to mer;e its =holly.o=ned s#$sidiary Da$#r 3oods imited =ith

itself to etract syner;ies and #nloc> o7erational efficiencies- The inte;ration =ill also

hel7 Da$#r shar7en foc#s on the hi;h ;ro=th $#siness of foods and $evera;es5 and enter

ne=er 7rod#ct cate;ories in this s7ace-



TEC5NOLOG7 USED IN DABUR

In Da$#r India imited >no=led;e and technolo;y are >ey reso#rces =hich have hel7ed

the Com7any achieve hi;her levels of ecellence and efficiency- To=ards this overall

;oal of technolo;y.driven 7erformance5 Da$#r is #tili?in; Information Technolo;y in a

$i; =ay- This =ill hel7 in inte;ratin; a vast distri$#tion system s7read all over India and

across the =orld- It =ill also c#t do=n costs and increase 7rofita$ility-

Our :a3!r IT Initiative

Mi;ration from %aan and Mf; E+/ Systems to centrali?ed SA/ E+/ system

from !st A7ril 2K for all $#siness #nits-

Im7lementation of a co#ntry =ide ne= 4AN Infrastr#ct#re for r#nnin;

centrali?ed E+/ system-

Settin; #7 of ne= Data Centre at 'CO ead Office-

Etension of +each System to distri$#tors for ca7t#rin; Secondary Sales Data-

+oll o#t of IT services to ne= 7lants and C3As-

Future C4allen(e

3or=ard Inte;ration of SA/ =ith Distri$#tors and Stoc>ists-

%ac>=ard Inte;ration of SA/ =ith S#77liers-

Im7lementation of ne= /OS system at Stoc>ist 7oint and inte;ration =ith SA/.

E+/-

Im7lementation of SA/ + and 7ayroll-

SA/ +oll.o#t to DN/ and other ne= $#sinesses-



EN6IRONMENTAL PROSPECTS

@4hat is that life =orth =hich cannot $rin; comfort to others@5 these =ords of Dr- S ' %#rman

have ins7ired ;enerations of Da$#r- 'ee7in; these ;olden =ords in mind5 S#ndesh or the

S#staina$le Develo7ment Society =as set #7 to carry o#t =elfare activities aimed at im7rovin;

the #ality of life of the r#ral 7eo7le in its area of o7eration- This society is ;iven com7lete

financial and mana;erial s#77ort $y Da$#r India imited-

S#ndesh is en;a;ed in 7rovidin; health services5 non.formal ed#cation and trainin; in income

;eneratin; activities- The society has a dedicated team consistin; of a doctor5 a comm#nity

or;aniser5 a lady social =or>er5 instr#ctors for income ;eneratin; activities5 traditional $irth

attendants and villa;e level =or>ers- S#ndesh or;anises re;#lar O/Ds and health cam7s in the

villa;es-

In addition to the mo$ile O/Ds5 other health services rendered incl#de trainin; of traditional

$irth attendants5 imm#nisation 7ro;rammes for children5 maintenance of family health records5

ante.natal chec> #7s5 7#lse 7olio 7ro;rammes and health a=areness meetin;s for =omen on

to7ics s#ch as family 7lannin;5 ante.natal care5 7ost.natal care5 the im7ortance of vaccinations5

$a$y care and AIDS 7revention-

8vs F s#$sidiaries&

Da$#r India has entered into 8oint vent#res =ith =ell esta$lished international firms as =ell as

created s#$sidiary #nits that f#rther hi;hli;ht its $#siness 7hiloso7hy of 7rovidin; the $est

7rod#cts to its c#stomers-



JOINT 6ENTURES

Da$on International imited . Da$#r has also colla$orated =ith %on;rain of 3rance for the

man#fact#re and mar>etin; of s7ecialty cheese and other dairy 7rod#cts- This 8oint vent#re

com7any has already made its 7resence felt in the Indian cheese mar>et thro#;h the la#nch of

7rocessed cheese #nder the $rand name e%on5 and a s7ecialty cheese #nder the $rand name

Delicie#-

SUBSIDIARIES

Da$#r has si s#$sidiary #nits5 =hich come #nder the #m$rella of the Da$#r India or;ani?ation-These are&

Da$#r 3oods imited .

Da$#r 3oods imited5 a !L s#$sidiary of Da$#r India imited5 is s7earheadin; Da$#rGs foray

into food 7rocessin; ind#stry- The com7any5 set #7 in A7ril !<<<5 is mar>etin; a ran;e of fr#it

8#ices #nder the $rand name +eal5 omemade Coo>in; /aste and Sa#ces and emonee? lemon

8#ice- Da$#r =as the first com7any in India to introd#ce fr#it 8#ices in 7ac>a;ed form =itho#t

any artificial additive- +eal is today the mar>et leader in this cate;ory =ith more than JL

mar>et share- omemade coo>in; 7aste is the only national $rand in this cate;ory- emonee? is

the only 7rod#ct in its cate;ory availa$le in #ni#e dro7 and tric>le 7ac> and #ni#ely sha7ed

ta$leto7 7ac>-

Da$#r Ne7al /rivate imited .

Da$#r Ne7al =as the first man#fact#rin; $ase overseas for Da$#r ;ro#7- The com7any is today

the leadin; e7orter of Ne7al and the third lar;est and most modern man#fact#rin; $ase for



Da$#r- Da$#r Ne7al is today involved in 7romotin; c#ltivation of her$s and a7ic#lt#re activities

in Ne7al- The com7any has set #7 state of the art ;reenho#se at %ane7a for develo7in; sa7lin;s

for 2 medicinal 7lants- Da$#r Ne7al has also set #7 an A7ic#lt#re centre for 7romotin; $ee.

>ee7in; activity in Ne7al and develo7in; #een $ees and $ee colonies for e7orts-

Da<ur E(pt Li:ite' *

Da$#r E;y7t is ;ro#7s ;ate=ay to Africa- This man#fact#rin; $ase set #7 a co#7le of years $ac>

to cater to the demands of Middle East and African mar>et is 7rod#cin; air Care5 S>in Care

/rod#cts and 3oods-

Da<ur On!l!( Pl, *

Set #7 recently in U'5 this s#$sidiary of Da$#r India imited =ill $e man#fact#rin; anti.cancer

form#lations for E#ro7ean mar>et- The com7any is in the 7rocess of settin; #7 man#fact#rin;

$ase near ondon and is e7ected to start o7eration from year 2!-



DABUR O6ERSEAS LIMITED

TOWARDS GREEN TOMMOROW

One of the thr#st areas of fo#ndation is conservation and c#ltivations of medicinal 7lants- D+3

has develo7ed c#ltivation 7ac>a;es for a n#m$er of her$s es7ecially of endan;ered ones- A

!J5s- ft- ;reenho#se $#ilt in Ne7al is no= f#nctional and 7rovides millions of sa7lin;s of

vario#s medicinal her$s-

Da$#r +esearch 3o#ndation has to its credit develo7ment of a #ni#e techni#e of isolation of

7aclitael from leaves instead of $ar> of imalayan ,e=- This not only saved the tree $#t also

im7roved the ;ro=th as 7r#nin; of leaves ;ave a 7ositive im7act on ;ro=th of the 7lant-

D+3 cond#cts trainin; for harvestin; and 7ost harvestin; 7rocessin; of her$s to ens#re the

s#staina$le #sa;e of this nat#ral reso#rce- The 3o#ndation 7romotes c#ltivation and or;ani?es

7lantin; materials for selected her$s to farmers- It im7arts trainin; to farmers for c#ltivation of

these medicinal 7lants5 their dryin; and 7ro7er 7ac>a;in; in road=orthy condition- The

fo#ndation also or;ani?es com7lete $#y $ac> arran;ement for these select her$s- This effort has

not only ens#red develo7ment of a s#staina$le so#rce of rare her$s $#t also has 7rovided an

alternative so#rce of income to the farmers-

Da$#r +esearch 3o#ndation has im7roved the etraction 7roced#res of her$s in a fashion so that

to increase the 7rod#ctivity of etractsisolates and hence red#ce 7ress#re on nat#ral ha$itats-

D+3 has develo7ed tiss#e c#lt#re 7rotocols for a n#m$er of her$s s7ecially those of al7ine

ha$itat and those diminishin; in the nat#re-



PROTECTION FOR NATURE AND PROTECTION FROM NATURE

3or =ell over a cent#ry5 Da$#r has =or>ed hand in hand =ith nat#re- Dra=in; its stren;th and

ins7iration from nat#reGs vast reso#rces5 Da$#r has #sed her$s and minerals fo#nd in nat#ral form

as the in;redient for its 7rod#cts- As a com7any5 Da$#r #nderstands its res7onsi$ility to

contri$#te to=ards maintainin; the ecolo;ical $alance5 and realises the need to re7lenish =hat it

ta>es from nat#re- The direct res#lt of this realisation has $een G/ro8ect /lant for ifeG5 #nder

=hich the com7any has set #7 tiss#e c#lt#re la$oratories5 a state.of.the.art ;reenho#se and

contract c#ltivation =ith com7lete $#y $ac> facilities- This 7ro8ect not only ens#res s#staina$le

so#rce of medicinal 7lants5 $#t also im7roves the standard of livin; of the 7artici7atin; villa;ers-Since time immemorial5 Da$#r has received lots from nat#re5 and it ta>es 7ride in



D$BUR RESE$RCH FOUND$TION

Dabur Research 1oundation 'DR1)2 incorporated in 34542 is a premier

research or*anization reco*nized by Department o$ +cienti6c and ,ndustrial

Research2 Government o$ ,ndia7 +ituated at +ahibabad2 DR1 is today a "nown

name $or its pathbrea"in* research in the 6eld o$ healthcare and personal

care7

0he 1oundation is at the $ore$ront o$ oncolo*y research2 and is in the process

o$ developin* many new molecules to 6*ht this dreaded disease7 ,n $act2 DR1

was the 6rst or*anization in the world to develop a process $or e8traction o$

paclita8el2 a dru* $or cancer2 without harmin* the source tree7 0he process is

now $ollowed worldwide7

THE PEOPLE&

Herbal health care is an area where Dabur Research 1oundation has made

immense contribution by doin* research and development wor" usin*

modern pharmaceutical protocols7 0he $oundation has been doin* clinical

trials on traditional herbal dru*s to validate the claims made in7

1or a research or*anization li"e Dabur Research 1oundation2 people are its

bi**est asset7 At DR12 more than 3%9 scientists are en*a*ed $ull time in



interdisciplinary R:D o$ health and personal care products7 0he $oundation

has on its board independent advisors and consultants $or *uidin* the team

in their speci6c areas7 0he team o$ scientists is culled $rom various

disciplines and includes Ayurvedic doctors2 Chemists and phytochemists2

botanists2 a*ronomists2 clinical pharmacolo*ists2 microbiolo*ists2 $ood

technolo*ists2 bio;technolo*ists2 oil technolo*ists2 oncolo*ists etc7

+cientists at many research institutions2 universities and hospitals

supplement the e.ort o$ this team o$ scientists with whom Dabur has

networ"ed $or research in the areas o$ new molecules and dru* delivery

system7

Dabur Research 1oundation is possibly the only o$ its "ind in the country

carryin* out research in diverse 6elds7 0oday2 the scientists at DR1 are

pursuin* research in more than 3< disciplines7

SCIENTIFIC NET'OR( ) $FFILI$TIONS&

Dabur Research 1oundation has over the years built associations with various

a*encies2 or*anizations2 Hospitals2 =niversities Colle*es2 &ublic Laboratories

etc7 en*a*ed in the Research : Development activities7 0his networ" has

helped the $oundation in research in the areas o$ clinical research2 reverse

pharmacolo*y o$ Ayurvedics>Herbals and novel molecules : new dru*s

delivery system7



DR1 has developed tissue culture protocols $or a number o$ herbs specially

those o$ alpine habitat and those diminishin* in the nature7

Dru* technical Advisory Board2 #OH:1@2 Government o$ ,ndia

DR1 *ave new dimension to Chyawanprash a$ter investi*atin* the *oodness

o$ Chyawanprash in buildin* *eneral immunity7 0he $oundation conducted

more than 3% clinical trials on Chyawanprash to validate its

immunomodulation properties7 0his research helped Dabur Chyawanprash to

reposition it as herbal immunomodulator that builds you up $rom deep

within7

Dabur Research 1oundation developed a value;added coconut based hair oil

that e8perimentally proved to be better than coconut oil alone7 0oday2 that

product2 christened -ati"a Hair Oil2 has created a niche $or itsel$ with others

tryin* to emulate it7 -ati"a shampoo normal and anti;dandru. are well set to

$ollow in the $ootsteps o$ -ati"a Hair Oil7

DR1 is the 6rst or*anization in the world to isolate the anticancer dru*2

&aclita8el2 $rom the leaves o$ Himalayan !ew 0ree usin* a uni(ue eco;$riendly

process without causin* any harm to the tree7 0he 1oundation is only the

second or*anization in world to evolve the technolo*y $or isolation o$

&aclita8el7



0he research done by DR1 $acilitated availability o$ $ar cheaper anticancer

medicine $or the patients in ,ndia and many other countries o$ the world7

DR1 has developed +tandardisation &rotocols $or number o$ Ayurvedic herbs

in order to ensure the (uality o$ raw herbs as well as 6nished products

manu$actured out o$ it7 0his $acilitated testin* o$ each lot o$ raw materials

with sophisticated analytical tools be$ore they are used $or manu$acturin*7

DR1 has till date conducted more than %<< studies to validate the claims

recommended by Ayurvedic Granthas7 0his includes 4 &harmacolo*ical

+tudies2 39 Clinical 0rials and 3< 0o8icolo*ical +tudies7 At DR12 blendin* the

modern 6ndin*s with traditional concepts is a routine7



FOOD RESE$RCH

1ruit uices development

/utritional products development

Consumer $riendly ethnic $oods and spices

Clinical Research

TO/ICOLO+0 STUDIES

Animal studies $or new and e8istin* products>molecules

Clinical trials o$ pharmaceuticals2 anticancer dru*s2 new molecules

Reverse &harmacolo*y

Clinical trials o$ Ayurvedics>Herbals

&ost #ar"etin* +urveillance



TI.ELINE

3454 ; ,ncorporated as independent research or*anization

34E ; +tarts e8perimental and clinical studies on Ayurvedics>herbals

34 ; Develops Hamola Candy ; a candy variant o$ Hamola tablets havin*

the taste and di*estive properties o$ tablets in su*ar base

344< ; #odern analytical lab e(uipped with H&LC2 H&0LC2 GLC etc7 set up

3443 ; +ets up oncolo*y screenin* lab

344 ; Re;launches Chyawanprash as an immunity builder a$ter clinically

provin* it

344 ; Develops eco;$riendly method $or e8traction o$ paclita8el $rom the

leaves o$ Asian !ew 0ree

3449 ; Develops -ati"a Hair Oil that creates a new product cate*ory



7

PRODUCTS

A vast array o$ products touchin* the lives o$ almost every individual2 $rom

an in$ant to a *rand old man2 $rom poor to richF thats how the Daburs ran*e

o$ health personal care and $ood products could be best e8plained7 0oday

Dabur trust has travelled beyond the boundaries o$ ,ndia and are available in

more than 9< countries worldwide7 0hese value $or money products have

made Dabur a household name7

DI1ISIONS $ND PRODUCTS

A vast array o$ products touchin* the lives o$ almost every individual2 $rom

an in$ant to a *rand old man2 $rom poor to richF thats how the Daburs ran*e

o$ health personal care and $ood products could be best e8plained7 0oday

Dabur trust has travelled beyond the boundaries o$ ,ndia and are available in

more than 9< countries worldwide7 0hese value $or money products have

made Dabur a household name7



HE$LTHC$RE PRODUCTS

Healthcare is one o$ the bi**est and oldest divisions o$ Dabur with a wide

ran*e o$ O0C healthcare products7 ,t comprises o$

Dabur Health Care Product Range

Da$#r Chya=an7rash.Da$#r Chya=ansha>ti.

0l#cose D.

Da$#r al tail.Da$#r 1anma 0h#nti.

a8mola .a8mola Candy .

/#din ara . (i#id and /earls)

/#din ara 0 .Da$#r in;oli .

Shila8it 0old .

Nat#re Care .

Sat Isa$;ol .

Shila8it .

Shan>ha /#sh7i .

Sar$yna Stron; .

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Da$#rGs ealth Care ran;e $rin;s for yo# a =ide selection of her$al 7rod#cts5 to 7rovide

com7lete care for varyin; individ#al needs- 4e derive o#r 7rod#cts from the time.tested

herita;e of Ay#rveda5 $ac>ed $y the most modern scientific test and trials- That ens#re

#nfailin; #ality and safety in anythin;-

DABUR INTRNATI!NA" PR!DUCT RAN#


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C5ARACTERIATION

abur anked 2mong

!ndia)s 3ost Trusted

$rands Of 4005 $y6conomic Times$rand

6+uity

abur 3oves 7p 40 8laces !n

,!ndia)s 100 3ost Valuable

$rands 9ist 8repared $y :8s.abur 9isted 2s :;th 3ost

Valuable $rand 2head Of <lobal

= omestic $iggies 9ike "ony>ord ?ahoo@ T(" "unsilk

9akme = 8onds

abur !ndia (hief

6#ecutive Officer 3r "unil

uggal anked 2mongstThe ;0 $est -onOwner

(orporate 9eaders !n

!ndia !nc by :8s

abur 2mongst Top Three

3ost espected >3(<(ompanies

abur eal $ags <old !n

eaderAs igest Trusted$rand 2wards

abur >igures !n Top <reat

8lace To &ork 400B 9ist



abur 2mongst !ndiaAs3ost Valuable (ompanies

abur !ndia (6O 2mongst100 3ost !nfluential 8eople

Of 4005

abur 8laced >ourth !n>3(< (ategory !n 2nnual

6T ;00 9isting

2nnual 9isting Of !ndia

!ncAs 3ost 8owerful (6Os

abur >igures 2mongst Top

C -ewsmakers !n >3(<"ector

-



BRAND MANAGEMENT STRATEGIES

The caselet 7rovides an overvie= of $rand mana;ement strate;y ado7ted $y Da$#r

for its 7ersonal care $rand Da$#r *ati>a- The caselet follo=s the metic#lo#s $rand

$#ildin; initiatives ta>en $y the com7any5 from the la#nch of Da$#r *ati>a in !<<J

to it $ecomin; a +s ! $n $rand $y 2- The caselet also eamines the o$8ectives

and elements that =ere involved in *ati>as $rand $#ildin; eercise-

Mar)etin( trate(ie

%rand mana;ement strate;ies

/rod#ct differentiation

/ac>a;in; as a mar>etin; comm#nication tool

Im7ortance of choosin; the ri;ht cele$rity and its infl#ence on the $rand e#ity

%rand etensions and comm#nication strate;y

Until the early !<<s5 Da$#r5 the !.year old ay#rvedic 7rod#cts man#fact#rer5

=as loo>ed #7on as a rather staid com7any that mar>eted her$al and ay#rvedic

7rod#cts-

Da$#r *ati>a in !<<J $ro#;ht a$o#t a sea chan;e in that 7erce7tion- 4ithin si

years of its la#nch5 *ati>a had $ecome the mar>et leader in the val#e.added hair

oils se;ment- Its s#ccess 7#shed Da$#r into the lea;#e of to7 3MC0 7rod#ct

com7anies in India- Da$#r *ati>as s#ccess can $e attri$#ted to the com7anys

differentiated 7rod#ct offerin; and metic#lo#s $rand $#ildin; initiatives- The

com7any concentrated on differentiatin; the $rand in all as7ects5 ri;ht from

7ositionin; to 7ac>a;in;- At the time of its la#nch5 Da$#r 7ositioned *ati>a as



val#e.added hair oil that contained 7#re cocon#t oil enriched =ith nat#ral

in;redients s#ch as henna5 amla (;oose$erry)5 and lemon- Till then5 the hair oil

mar>et had $een dominated $y 7lain cocon#t oil $rands =ith Maricos fla;shi7 $rand5

/arach#te5 $ein; the mar>et leader-

!- Da$#r *ati>a5 one of the yo#n;est $rands in the co#ntry (la#nched in !<<J)5

has $ecome a leadin; $rand in the nat#ral 7ersonal care 7rod#ct se;ment-

4hat =ere the factors that ena$led *ati>a to $ecome a fla;shi7 $rand of

Da$#r in s#ch a short s7an of timeP

2- Mar>etin; comm#nications 7lay an im7ortant role in $#ildin; $rands- Disc#ss

the role 7layed $y mar>etin; comm#nications in ma>in; Da$#r *ati>a a

s#ccessf#l $rand-

C4a&anpra4

The leader in the chya=an7rash mar>et in India5 Da$#r Chya=an7rash is one of

the most =ell >no=n Ay#rvedic 7rod#ct in India and a$road- An effective her$al

imm#nomod#lator5 Da$#r Chya=an7rash has the essential ;oodness of amla and

over J other her$s- Da$#r has cond#cted several clinical trials on this 7rod#ct

=hich confirm its efficacy as a #ni#e 7rod#ct that stren;thens the $ody from

=ithin-



Di(etive

5a3:!la Ta<let

a8mola Ta$lets are the first classical Ay#rvedic 7rod#ct to $e $randed and

7ositioned as f#n.filled 7rod#ct =ith medicinal 7ro7erties- It finds mention in

Ay#rvedic scri7t#res as 'sh#dhavardha> %ati5 and =as $randed as a8mola5 a

name derived from a8ma =hich means di;estion in Urd#- It is availa$le in re;#lar

and tamarind flavo#r-

5a3:!laCan'

To cash in on the $rand e#ity en8oyed $y a8mola5 Da$#r la#nched a8mola

Candy in !<6<- Since then5 the com7any has added Man;o and tamarind flavo#rs

$esides the re;#lar one-

Pu'in5ara

One of the oldest 7rod#cts in Da$#r 7ortfolio5 /#din ara is availa$le in li#id as

=ell as ca7s#le form- It has a s7ecial com$ination of mint oils and c#res ;astric

7ro$lems =itho#t any side effects-



5in(!li

Asafoetida or in; is mentioned in Ay#rveda as an effective aid in di;estion5 and is

#sed a lot in Indian coo>in;- Da$#rGs in;oli has all the ;oodness of asafoetida and

other her$s-

C4il'are Pr!'ut

Da<urLalTail

The lar;est $a$y massa;e oil in India5 it has the ;oodness of her$s =hich hel7s in

stren;thenin; the $ones of infants-

Da<urJan:aG4utti

This Ay#rvedic 7re7aration hel7s in stren;thenin; the di;estive system of ne=

$orns-



FAMIL7CARE PRODUCTS

The lar;est division in terms of sales5 the 3amily /rod#cts Division of Da$#r has in

its 7ortfolio hair care and s>in care 7rod#cts5 oral care and select foods li>e honey-

5air S)in Care

Da$#r is the leader in hair care 7rod#cts in India5 and has covered almost all the

cate;ories of hair oils-

Da<ur A:la 5air Oil *

As a $rand has made its mar> $eyond India and is a leadin; hair oil $rand in

middle East and Africa- A 7erf#med heavy hair oil5 it is Da$#rGs lar;est $rand-

Da<ur Speial 5air Oil *

It is a li;ht hair oil that com$ines the nat#ral hair care 7ro7erties of lemon and

hi$isc#s-

6ati)a *

The fastest ;ro=in; hair oil $rand of India5 *ati>a has sin;le handedly created an

alto;ether ne= cate;ory of her$al enriched nat#ral oils- The *ati>a ran;e also

incl#des a her$al sham7oo =hich has made its mar> in the very first year of its

la#nch in the com7etitive sham7oo mar>et of India-



Gula<ari *

+ose =ater derived from $est of Indian roses ma>es the s>in s#77le and ;lo=in;-

ORAL CARE

Da<ur Lal Dant Man3an . It is the second lar;est tooth 7o=der $rand of India and the

lar;est in colo#red tooth 7o=er cate;ory- This her$al tooth 7o=der is very 7o7#lar

in r#ral 7arts of India-

Binaa T!!t4<ru4e . After havin; ac#ired this dormant $rand a fe= years $ac>5

Da$#r la#nched tooth$r#shes #nder this #m$rella- There are 7lans to la#nch other

oral care 7rod#cts #nder the %inaca $rand-

A7UR6EDIC SPECIALITIES

Ay#rvedic S7ecialities is a ran;e of over J Aurve'i Me'iine .

%oth classical Ay#rvedic dr#;s and 7ro7rietary Ay#rvedic medicines . develo7ed

$y Da$#rGs o=n research and develo7ment- Da$#r has 7rod#cts for all the !K

cate;ories as defined in the Ay#rveda- Some of the leadin; 7rod#cts in this

cate;ory are&



Aav Ari4ta *

These are medicated decoctions =ith a self ;enerated alcohol content- Da$#r has a

ran;e of over Asav Arishtas- Some of the =ell >no=n ones incl#de

Dashm#larishta5 Dra>shasava5 ohasava5 /arthadyarishta and Asho>arishta-

C4u:a *

These are finely ;ro#nd medicinal 7o=ders #sed to treat a variety of ailments

ran;in; from di;estive 7ro$lems to co#;h and fever-

Ra Raaana .

/re7arations containin; mineral dr#;s as main in;redients are called +as

+asayanas- Da$#r has a ran;e of more than J +as +asayans =hich are #sed $y

Ay#rvedic 7ractitioners in the c#re of host of ailments-

Me'iate' Oil *

The oils $oiled alon;=ith certain 7rescri$ed d#r;s are >no=n as medicated oils-

These oils retain the c#rative 7ro7erties of her$s and is #sed for in#nction and

massa;e-



P5ARMACEUTICALS

Bran'e' P4ar:aeutial *

It incl#des a ran;e of nat#ral ethical 7rod#cts li>e Ne= ivfit5 onit#s5 Ul;el etc-

and a ran;e of contrast media and ;ynecolo;ical-

On!l!( *

Bul) Dru( an' C4e:ial *

This ran;e consists 7rimarily of $#l>s in the oncolo;y cate;ory-

This =ide and formida$le ran;e incl#des $rands s#ch as Intael5 Docetael and

To7otecan5 all of =hich =ere man#fact#red for the first time in India $y Da$#r-

ittle =onder then5 that Da$#r is the #ndis7#ted mar>et leader in this cate;ory in

India and has 7lans to esta$lish itself as a ;eneric oncolo;y 7layer in select ;lo$al

mar>ets-

FOODS

a#nched over t=o years $ac>5 the Da$#r 3oods ran;e incl#de 8#ices #nder the

$rand name +eal and coo>in; 7astes #nder the $rand name ommade- To ;ive a



$etter foc#s to this division- This division has $een carved o#t as a s#$sidiary

com7any of Da$#r India imited-

SUBSIDIARIES

Da$#r 3oods imited . Da$#r 3oods imited5 a !L s#$sidiary of Da$#r India

imited5 is s7earheadin; Da$#rGs foray into food 7rocessin; ind#stry- The

com7any5 set #7 in A7ril !<<<5 is mar>etin; a ran;e of fr#it 8#ices #nder the $rand

name +eal5 ommade Coo>in; /aste and Sa#ces and emonee? lemon 8#ice-



C5APTER .

OBJECTI6E OF T5E STUD7



OBJECTI6E OF STUD7

To understand the demand pattern of Dabur Chyawanprash 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 analysis market petition strategy of Dabur for rural market



C%APTER 1

LITERATURE RE6IEW



INDUSTR0 SCEN$RIO

Dabur has been one of the fewcompanies in the Fast Moving Consumer Goods

Industry who have managed a doubledigit growth this year. ! year in which average

industry growth in sales volume and revenue came under severe pressure" witnessing a

downward trend" in every #uarter.

The FMCG industry grew at around $% in value.

Dabur has been able to manage a healthy growth of &&.'%over last year.

The industry focused on reaping the benefits of internal economies that resulted

in average industry bottom line growth of ()%. *ur company outperformed theindustry average by registering a growth of +'.(%in profit after ta,.

The company plans to broaden its customer base organically hence the focus is on-

• atural/herbal health and personal care BUSINESS UNITS REPORT

products formodern consumers

• ew dosage forms for better product efficacy and

Convenience

• 0eaching out to every household and every family

member

. $ N $ + E . E N T D I S C U S S I O N $ N D R E 1 I E '



BUSINESS UNITS REPORT

The ma1or business units recorded doubledigit growth during the year. The Family

2roducts" the largest division" contributed 3(% to the business.

The division achieved a turnover of 0s.34'.5. crore recording a growth of &&.)% over last year.

Healthcare d$%$&$on contributed (4% to the business achieving a growth of &6% in

sales to record turnover of 0s.+('.5 crore in the year.

A'ur%ed$c ()ec$al$t$e& achieved a distinction of crossing 0s.&66 crore mark in the

turnover this year. The division contributed '% to the company7s turnover to reach

0s.&63.+ crore recording a growth of &'.&% over previous year. 2harmaceuticals had

the distinction of fastest growing division with ('.5%growth over previous year.

The division recorded a turnover of 0s.'$.3 crore" contributing 4%to the company7sturnover.

8,ports recorded a decline of 4.4% to record a turnover of 0s.&63.( crore.

This has been due to shift in e,ports arrangement for Middle 8ast. The company has

given the rights of sales in Middle 8ast market for health and personal care products to

0edrock 9imited and would get+%royalty on the sales proceeds. This has reduced the

e,ports turnover to Middle 8ast from this year" resulting in a decline.

:owever" on like to like basis there has been an increase of &&.+%in

e,ports.Miscellaneous sales such as sales of bulk drugs in domestic market" sales to Dabur !yurvet 9imited and sales of guar gum contributed another 3% of the turnover.



The company has five brands which contribute more than 0s.&66 crore each. *at$+a

has 1oined this elite group this year" which already had Dabur A,la Ha$r !$l- Dabur

Ch'a.an)ra&h" Dabur "al Dant /anan and Ha,ola. These ) brands together

contribute ))% of the turnover of the company.

F$.IL0 PRODUCTS DI1ISION

The Family 2roducts Division is the largest revenue contributor in the company and is

continuously outpacing market growth with superior product offerings and innovative

marketing. This division witnessed a growth of &&.)% and has a large potential for

growth. Family products division boasts of three brands worth0s.&66 crore each"

!mla:air*il" 9alDantMan1an and ;atika



Thissegmentincludes

Ha$r Care )roduct&Daburwith&'%of hair oilmarket is a dominant playerwithDabur !mla

and ;atika having strong brand e#uity.

Dabur has a presence in almost all segments of hair oil. <ith our focus on value added

categories"we have e,panded our portfolio in this segment by adding-

*at$+a ant$dandru22 &ha,)oo first mass marketed antidandruff shampoo having

natural ingredients to fight dandruff.

A,la l$te launched nationally in phased manner from May (66&. The uni#ue back

label which is visible through see through bottle and oil for !mla 9itewas verywell

appreciated by trade aswell as consumers.

!ral Care )roduct& Dabur 9al Dant Man1an gained market share to command ('.3%

of total toothpowder market. The brand commands leadership position in coloured

toothpowder category. The division e,tended

=inaca brand e#uity to toothpowders also during the year with the launch of =inaca



Fresh toothpowder. =inaca Fresh Toothpowder This launch marked the entry of Dabur

into white toothpowder category. =inaca toothpowder was launched in refreshing blue

colour pack" which has a uni#ue lockmechanismin its cap.

Dabur Hone' is the largest player in branded packaged honey with around 36% market

share. !ccredited with bringing honey out of the medicine chest to the breakfast table"

Dabur :oney continued to focus on kids in its advertising. The label was changedto

addmore colour and fun imagery to the product.

S#iCare produ%ts

Dabur entered this segment with Dabur #ulabar$ the rose water.

2ositioned as a natural skin toner" Gulabari has recorded a

growth of &66% in the last two years. The company is

contemplating entry in other skin care categories" as this has a

potential tobe a largemarket innear future.

HE$LTH C$RE PRODUCTS DI1ISION

Dabur7s second largest division" has strong brand e#uity in :ealth caremarket. Its

portfolio of *TC products recorded a growth rate of &6%. Dabur7s :ealth Care



Division" also owns two0s.&66 crore brands" Dabur Chyawanparash>:a1mola.

Dabur Chyawanparash part of :ealth Tonics segment" recorded agrowth of &4% this

year. Chyawanparash has an impregnableposition and continues to be amarket

leaderwith $$%market share amidst stiff competition from =aidyanath - 3andu

andH$,an$. In Digestives segment" Dabur holds +5% market share with :a1mola" 2udin

:ara and:ingoli. 2udin:ara pearls continued to grow at a healthy pace. Dabur entered

into Gas and !ciditymarketwith special focus onGasmarket" by e,panding the

Pud$nHara brandwith the launch of 2udin :ara G an effervescent powder having the

goodness ofmint" which is known for its spasmodic action. The launch is backed by an

aggressive all India advertising campaign highlighting the ?@2. ! new advertising

campaign was launched for :a1mola Tablets" which successfully and effectively

conveyed the concept of digestionwith fun.In Child care products" Dabur 9al Tail

continues to be a leader in baby massage oil category. Clinical tests conducted on

product verified the claim that Dabur 9al Tail helps in strengthening the bones of baby

8farelle" a herbal product having a combination of natural



$0UR1EDIC SPECI$LITIES

The division grew by &'% and crossed 0s. &66 crore mark in sales turnoverthis year.

This division operates in an estimated market of about 0s. )66 crore.

!savarishtas as a category continued to grow at a fast pace with Dabur7s!sav

arishtas fast finding better acceptance from !yurvedic practitioners. Two ma1or !savarishtas

!shokarishta > Dashmularishta were for the first time advertised on regional

television channels. The company is e,ploring the possibilities ofmaking these*TC.

8mphasis was laid on educating the consumer about !yurveda by publishing rare

!yurvedic literature. !yurved ;ikas" an !yurvedicmagaAine" was brought out in 8nglish

also. !n attempt to demystify the science and bring it to the commonman. 0elationship

with !yurvedic colleges and practitionerswas further strengthened through direct

contact programme and scholarships. In this division 9avan =haskar Churna was

launched in sachets. ature care Isabgol now has a plain variant which is also coarser.

This has been launched in a new Aip lock standy sachet pack. Madhuvaani a cough

syrup B was relaunched in a new:D28pack during the year.



PH$R.$CEUTIC$LS DI1ISION

The 2harmaceuticals Division continues to outgrow the market by clocking ('.5% sales

growth. This division is set to cross the 0s. &66 croremark this year.=randed

formulations recorded an impressive growth of over+)% this year. The company added

!lerne," a latest generation antiallergic to its portfolio. In oncology market the company

continued to have leading position. The company added two new anticancer

molecules" Topotecan and Irinotecan which were produced and marketed by Indian

company for the first time.



C5APTER "

RESEARC5 MET5ODOLOG7



RESEARC5 MET5ODOLOG7

RESE$RCH ) DE1ELOP.ENT

Dabur is focussed on networking withmore andmore research organiAations and

hospitals for creating international standard basic research and clinical research

facilities. The focus has been on the following areas

ONCOLO+0 RESE$RCH

Theresearch hasbeenextendedtonewareasof

=ioinformatics

2eptidomimetics

Diagnostics for cancer

ii7 Onenewchemicalentity2 an anticancerchemotherapeutica*ent2 is in

phase3clinical trails



Clinical 0esearch is being handled by uintiles" an international clinical researchorganiAation.

iv. Continued focus on networking with research organiAations for creating leads for

developing newchemical entities and drug delivery systems.

NE' PRODUCT DE1ELOP.ENT

Pharmaceuticals

Irinotecan:ydrochloride in1ection used for cancer both bulk and formulation

;inorelbine Tartrate for cancer both bulk and formulation ewcombination of

0o,ithromycin and!mbro,ol for throat in1ection Fe,ophenadine :ydrochloride under the

brandname !lerne, an anti allergic product 9yophiliAed in1ection of 2amidronate and

!mifostine for severe cases of osteoporosis and chemotherapy induced side effects

Health)persoal%are;atika anti dandruff shampoo using herbal ingredients which proved better than

chemical based shampoos during clinical e,periment. 9ight variant of !mla hair oil was

developed whichhas donewell in testmarketing. =inaca Fresh Toothpowder which has

additional mint for freshness and e,tra calcium for strengthening teeth.



Completed a + year research pro1ect with ?niversity of Delhi for new understanding on

steps involved during the production of !sav !rishtas. Four patents have been filed for

newprocesses.During the year Dabur 0esearch Foundation also provided dossiers and

technical support for registration of Dabur7s pharmaceuticals and oncology products

overseas" for FD! approval of alyani bulk drugs plantand MC!approval of oncology

formulation plant set up byDabur*ncology plc. at ?. Despite slowdown in growth in the

FMCG sector" Dabur continues to outgrow industry in sales and profit growth. @teps are

continuously being taken to improve working capital" 0*C8and 8;!. Improvement in

operational efficiency will be brought through innovation in products and processes.

ew product launcheswith the aimof offering better products at relatively affordable

prices to the consumer will be the vehicle for future growth. Dabur is focussing on brand

and product reorientation to suit the changing demands for a newgeneration of

consumers ! &66% subsidiary of Dabur India 9imited involved in

natural foods business in India.

Real 4ru$t u$ce- The product was relaunched and a new packaging was especially

developed using the latest @pin Cap tetrapack technology for packaging fruit 1uice.

Dabur is first in !sia to adopt this technology which would keep the 1uice fresh for longer

duration and cold filling would help in better taste. The brand has garnered more than

)6%market share in the natural fruit 1uicemarket. 0eduction in e,cise on fruit 1uices from

&$% to6%would help in e,panding packaged fruit 1uicemarket. :ommade cooking paste

ew pack visuals were introduced" to give the brand a better visibility

on the retail shelf.



It is in the process of getting MC! approvals for the plant.Dabur *ncology plc is

e,pected to start commercial production by end of the year.The company will focus on

Generic oncology market in 8urope" 1oint research and production of drugs in small

batches for clinical research.It will also enter into marketing tieups for promotion of new

chemical entities EC8s developed by Dabur India 9imited.



SCOPE OF STUD7

4e intend to si;nificantly accelerate 7rofita$le ;ro=th- To do this5 =e =ill&

3oc#s on ;ro=in; o#r core $rands across cate;ories5 reachin; o#t to ne=

;eo;ra7hies5 =ithin and o#tside India5 and im7rove o7erational efficiencies $y

levera;in; technolo;y

%e the 7referred com7any to meet the health and 7ersonal ;roomin; needs of

o#r tar;et cons#mers =ith safe5 efficacio#s5 nat#ral sol#tions $y synthesi?in;o#r dee7 >no=led;e of ay#rveda and her$s =ith modern science

/rovide o#r cons#mers =ith innovative 7rod#cts =ithin easy reach

%#ild a 7latform to ena$le Da$#r to $ecome a ;lo$al ay#rvedic leader

%e a 7rofessionally mana;ed em7loyer of choice5 attractin;5 develo7in; and

retainin; #ality 7ersonnel

%e res7onsi$le citi?ens =ith a commitment to environmental 7rotection

/rovide s#7erior ret#rns5 relative to o#r 7eer ;ro#75 to o#r shareholders



RESE$RCH DESI+N

O2ership& 0his is our company7 @e accept personal responsibility2 and

accountability to meet business needs

Passio For 'ii!& @e all are leaders in our area o$ responsibility2

with a deep commitment to deliver results7 @e are determined to be the

best at doin* what matters most

People De"elopmet& &eople are our most important asset7 @e add

value throu*h result driven trainin*2 and we encoura*e : reward

e8cellence

Cosumer Fo%us& @e have superior understandin* o$ consumer needs

and develop products to $ul6ll them better

Team 'or#& @e wor" to*ether on the principle o$ mutual trust :

transparency in a boundary;less or*anisation7 @e are intellectually honest

in advocatin* proposals2 includin* reco*nizin* ris"s

Io"atio& Continuous innovation in products : processes is the basis

o$ our success

Ite!rity& @e are committed to the achievement o$ business success

with inte*rity7 @e are honest with consumers2 with business partners and

with each other

,t has surveyed 3<< outlets coverin* /CR 'Gr7 /oida > /O,DA)7



$yur"edi% Resear%h&

+tandardization o$ herbs and 6nished products

-alidation o$ the processes

1ormulation development ta"in* lead $rom Ayurveda

&harmaceutical Research

Development o$ new $ormulations o$ e8istin* and new molecules

&arenteral 1ormulations development

Compatibility and shel$ li$e studies

-alidation o$ processes

PH0TOPH$R.$CEUTIC$LS&

,solation o$ e8istin* and new therapeutic in*redients $rom natural

sources

8traction technolo*ies

&rocesses development and trans$er o$ technolo*y

Biotechnolo*y

0issue culture o$ medicinal plants especially endan*ered ones

Cell and callus culture

$+RONO.0&



A*ro;technolo*y development $or medicinal plants

#icro;propa*ation o$ medicinal plants

Cultivation o$ medicinal and $ruit plants

Generation o$ (uality plantin* material throu*h *reenhouse

technolo*y

&ersonal Care &roducts

Development o$ s"in and hair care products

Oral care product development

Ayurvedic medicated oil development

Herbal e8tracts in cosmetics

$N$L0TIC$L&

&rotocols and methods development $or natural and synthetic

products

Bio;e(uivalence studies o$ &harmaceutical Dosa*e $orms

Reaction monitorin* o$ synthetic chemistry processes

#ar"er compound testin* as a tool $or standardisation o$ Botanicals

+ynthetic Chemistry



+ynthesis o$ "nown and new molecules and intermediates 'A&,s)

&rocess development

0echnolo*y development and trans$er to pilot plant and production

scales

Oncolo*y Research and #olecular Biolo*y

Anticancer screenin* o$ herbal e8tracts>compounds2 peptides and

synthetic molecules

Anti;an*io*enic screenin*

0umor 8eno*raphy

&harmaco"inetic and metabolite studies

&roteonics and Genomics

/ew Dru* : &eptide Research

Lab scale synthesis o$ new molecules

+cale up and puri6cation methods

1ormulation and stability studies

/ovel dru*s delivery systems

RESE$RCH $PPRO$CH

+urvey approach was chosen $or this research wor"7 +urvey research is

the best suited $or *atherin* descriptive in$ormation company that wants



to "now about individuals "nowled*e2 attitudes2 pre$rences or buyin*

behavior can o$ten 6nd out by as"in* individuals directly7 0he maor

advanta*e o$ survey research is its Ie8ibility7 ,t can be used to obtain

many di.erent "inds o$ in$ormation in many di.erent situations

RESE$RCH INSTRU.ENTS

+chedules2 which is the most commonly used instrument2 was opted $or

this research7

One copy o$ schedule $ramed is enclosed a$ter this7

CONT$CT .ETHOD

&ersonal individual interview method was opted $or this research wor"2 as

it is the most Ie8ible method o$ all7

D$T$ $N$L0SIS $ND INTERPRET$TION

0he data thus collected was tabulated2 analyzed and interpreted with

view to ma"e the study more meanin*$ul7 0hey were tabulated in manner

so that results could be viewed easily7 +ome statistical techni(ues were

used to e8amine the views o$ respondents7 0he use o$ tables2 charts and

dia*rams had been made to present the data in the analysis $orm7



C5APTER

ANAL7SIS AND FINDINGS



ANAL7SIS AND FINDINS

The ANA,SIS faced d#rin; the research =ere& .

• The sam7le si?e ta>en is !5 =hich is not s#fficient to re7resent the entire

#niverse- The si?e co#ld not $e increased d#e to time constrained-

• The areas covered =ere restricted to East and So#th Delhi only and as s#ch the

res#lts of the s#rrey are valid for the a$ove said areas-

• All information5 =hich has $een collected form5 the res7ondents have $een

considered a#thentic and final-

• %esides all this the re7ort has $een on individ#al attem7t and also involves the

h#man 7rocess of inter7retation and analysis5 so there are chances of h#man

error-

• Des7ite re7eated 7roof readin; there is a 7ossi$ility of s7ellin; error of

other=ise =hich may have $een overloo>ed



S5AMPOOS 6ISIBILIT7+piee@retailer-

NAME CATE0O+,

! TO H TO K MO+E TAN K

*ATI'A ! ! B

EAD F SOUDE+S B ! !

/ANTENE KJ !HJ <

SUNSI' B !H <

0

0

0

60

80

100

10

10

160

*ATIA H9( PANTN (UN(I"

1 T! :

T! 6

/!R THAN 6

:D Colu,n



TOOT5 BRUS5ES A6AILIBILIT7 +piee@retailer-

NAME CATE0O+,

! TO !2 2 MO+E TAN

%INACA !J NI NI NI

CO0ATE J !6 ! NI

/E/SODENT J !6 B NI

O+A % !2 J !

AUA3+ES !2 J !

Mostly retailers 7refer to stoc> 2 to 7ieces of each of the $rands- *ery fe= retailers are there

=ho stoc> the $inaca tooth$r#shes as com7ared to the other tooth$r#shes-

6

(6

36

$6

46

&66

&(6

&36

&$6

&46

=I.!C! C*9G!T8 282@*D8.T *0!9 = !?!F08@:

& T* &(

(6

+6

M. T.+6



TOOT5 BRUS5ES 6ISIBILIT7 +piee@retailer-

NAME CATE0O+,

! TO !2 2 MO+E TAN

%INACA !J NI NI NI

CO0ATE J !6 ! NI

/E/SODENT J !6 B NI

O+A % !2 J !

AUA3+ES !2 J !

6

(6

36

$6

46

&66

&(6

&36

&$6

&46

=I.!C! C*9G!T8 282@*D8.T *0!9 = !?!F08@:

& T* &(

(6

+6

M. T.+6



COCONUT OILS A6AILIBILIT7+piee@retailer-

NAME CATE0O+,


*ATI'A < !H K

/A+ACUTE K 6 !K

Most of the retailers 7refer to stoc> less 7ieces of *ati>a hair oil in com7arison to the /arach#te

hair oil-

0

0

0

60

80

100

10

10

160

*ATIA PARACHUT

1 T! :

T! 6

/!R 6



COCONUT OILS 6ISIBILIT7 +piee@retailer-

NAME CATE0O+,


*ATI'A < !H K

/A+ACUTE K 6 !K

0

0

0

60

80

100

10

10

160

*ATIA PARACHUT

1 T! :

T! 6

/!R 6

Altho#;h there are very less n#m$er of retailers stoc>in; the tooth 7o=ders $#t inthose =ho do they 7refer to stoc> the Col;ate tooth 7o=der in com7arison to

%inaca tooth 7o=der-



TOOT5 POWDER A6AILBILIT7 +piee@retailer-

NAME CATE0O+,

! TO H TO K

%INACA H NI

CO0ATE ! NI

0

1

:

5

6

7

8

=

10

BINAA C!"#AT

1 T! : T!6



TOOT5 POWDER 6ISIBILIT7 +piee@retailer-

NAME CATE0O+,

! TO H TO K

%INACA H NI

CO0ATE ! NI

0

1

:

5

6

7

8

=

10

BINAA C!"#AT

1 T! : T!6



OILS A6AILABILIT7 +piee@retailer-

NAME CATE0O+,


AMA I0T 6 !2 !

'EO . 'A+/IN < !2 <

AI+ F CA+E ! !2 6

Most of the retailers 7refer to stoc> H to K 7ieces of each of the $rands-

0

0

70

60

80

100

10

A/"A "I#HT ! ARPIN HAIR9 CAIR

1 T! :

7 T! 6

/!R6



OILS 6ISIBILIT7 +piee@retailer-

NAME CATE0O+,


AMA I0T 6 !2 !

'EO . 'A+/IN < !2 <

AI+ F CA+E ! !2 6

Maim#m n#m$er of retailers 7refer to ma>e visi$le H to K 7ieces of oils of each $rand

0

0

70

60

80

100

10

A/"A "I#HT ! ARPIN HAIR9 CAIR

1 T! :

7 T! 6

/!R6



C5APTER 8

RECOMMENDATIONS AND CONCLUSIONS



RECOMMENDATIONS

• Da$#r sho#ld ado7t an etensive 7#sh mar>etin; strate;y for all itGs 7rod#cts

and etensive advertisin; for 7rod#cts namely *ati>a air oil5 Amla i;ht

and %inaca tooth7o=der and %inaca Tooth$r#sh-

• Da$#r sho#ld as> their distri$#tors for 7rovidin; hi;her mar;ins to the

+etailers so they can $e as>ed to 7#sh Da$#r 7rod#cts-



CONCLUSION

4e s#rveyed aro#nd ! retailers coverin; the east and the NC+ (0r-Noida F

Noida)- Amon; the ! retail stores =e covered =e fo#nd that aro#nd <BL of the

retail stores stoc> Da$#r 7rod#cts5 that means that Da$#r has a ;ood re7#tation in

the eyes of the cons#mers-

4hile notin; the name of the stoc>iest =e fo#nd that mostly there eists only one

stoc>iest for a 7artic#lar area-

In case of Availa$ility and *isi$ility of *ati>a sham7oo as com7ared to ead F

Sho#lders5 /antene and S#nsil> *ati>a have an avera;e 7osition in the mar>et and

same is =ith the Amla li;ht hair oil in com7arison to 'eo>ar7in and air F Care-

In the cate;ory of cocon#t oils =e fo#nd that normally retailers stoc> /arach#te in

lar;e #antities as com7ared to *ati>a air Oil-

In the case of tooth 7o=ders there =ere very less retailers stoc>in; them as they are

in very less demand amon;st the 7eo7le in the res7ective areas =hich =e covered5

in this too Col;ate had an #77er hand over %inaca-



In tooth$r#shes cate;ory5 %inaca is not as commonly stoc>ed as com7ared to

A#afresh5 Oral %5 Col;ate and /e7sodent-

In the food section +oohaf?a is in more demand amon;st the cons#mers as

com7ared to shar$ate a?am-

+e;ardin; the service 7rovide $y the Da$#r to its retailers =e fo#nd that the Da$#r

7ersonnel mostly visits most of the retailer on =ee>ly $asis-



C5APTER 9

REFERENCES



REFERENCES

!-%oo>s & 'otler /hili75 Mar>etin; Mana;ement-

C-%- 'othari5 +esearch Methodolo;y-

2-Internet & ===-da$#r-com ===-;oo;le-com

===-hll-or;-

===-da$#r7rod#cts-co-in

-Ne=s7a7ers & The Times of India

The ind#stan Times

%#siness 4orld

Economics Times

H-Sched#les & /ersonal interaction =ith Individ#als

http://www.dabur.com/

http://www.google.com/

http://www.dabur.com/

http://www.google.com/



C5APTER 2

ANNEURES



HUESTIONNAIRE

This #estionnaire is meant to collect information from the retailers a$o#t the

#antity stored $y the retailers of Da$#r 7rod#cts as com7ared to other com7etitors

-(tick the appropriate answer/answers)

!-O#t of these ho= many $rands of sham7oos do yo# store P

a)*ati>a $)ead F Sho#lders c)/antene d) S#nsil>

2-o= many 7ieces of each $rand of sham7oos do yo# storeP

a)! to $)H to K c)more than K

-O#t of these ho= many $rands of tooth$r#shes do yo# storeP

a)%inaca $)Col;ate c)/e7sodent d)Oral% e)A#afresh

H-o= many 7ieces of each $rand of tooth$r#shes do yo# storeP

a)! to !2 $)!2 to 2 c)2 to d) more than

J-O#t of these ho= many $rands of cocon#t oil do yo# storeP

a)vati>a $)7arach#te

K-o= many 7ieces of each $rand of cocon#t oil do # storeP

a)! to $)H to K c)more than K



B-O#t of these ho= many $rands of tooth7o=der do yo# storeP

a)%inaca $)Col;ate

6-o= many 7ieces of each $rand of tooth7o=der do yo# storeP

a)! to $)H to K

<-O#t of these ho= many $rands of li;ht hair oil do yo# storeP

a) Amla li;ht $)'eo.>ar7in

!-ho= many 7ieces of each $rand of li;ht hair oil do yo# storeP

a)! to $)H to K c) more than K



>2D

D76"T!O--2!6 H, W4! lea' t4e !:pan

H, W4en 'i' Da<ur (! ;!r it ;irt pu<li iue

H, W4at i t4e r!le !; t4e Bur:an ;a:il in t4e C!:pan :ana(e:ent an' !perati!n

H, W4at i t4e :ailin( a''re an' p4!ne nu:<er !; Da<ur 4ea'Kuarter

H, W4at are t4e :ain pr!'ut ate(!rie !; Da<ur

H, 5!& :an (r!up !:panie '!e Da<ur 4ave H, 5!& '!e Da<ur p!iti!n itel;

H, W4at i Da<ur tatu in t4e !nu:er (!!' :ar)et

H, In 4!& :an !untrie '!e Da<ur 4ave it 'itri<uti!n net&!r) an' !;;ie

H, W4ere an I (et a !p !; t4e C!:pan Annual Rep!rt

H, W4at are Da<ur envir!n:ental !nern

H, 5!& '!e Da<ur i:ple:ent it !ial !::it:ent

H, W4at are t4e :a3!r area !; reear4 un'erta)en < Da<ur

H, W4! '! I !ntat at Da<ur ;!r a <uine pr!p!al

H, In &4at :anner an' &4i4 area !; !perati!n '!e Da<ur upp!rt n!n*pr!;it !r(aniati!n

H, I; I 4ave a pr!'ut i'ea$ &4!: 4!ul' I (! t! in Da<ur

H, Can I (et a lit !; !ur pr!'ut an' t4eir prie

H, I it p!i<le t! !r'er !ur pr!'ut ;!r '!!rtep 'eliver

H, W4!: 4!ul' I !ntat ;!r a pr!'ut*relate' Kuer !r ;ee'<a)

H, 5!& '! I <e!:e a :!'el ;!r Da<ur a'

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