dabur - marketing - project.doc ali

7/27/2019 Dabur - Marketing - Project.doc Ali

1/72

A Resesrch Report

On

DISTRIBUTION CHANNEL RELATIONSHIP - A STUDY OF

SALES PROMOTION TOOLS IN

DABUR FOODS

[CRM]

As the partial fulfillment of Post Graduate Diploma in Management

2011-2013

SUBMITTED TO SUBMITTED BYDr. Naresh Sharma Md Intezar Alam

PGDM 4th SEMRoll no-pgdm/11/16

IIMT COLLEGE OF MANAGEMENT ,GREATER NOIDA

1


2/72

D eclaration

I hereby declare that this project report entitled Distribution Channel Relationship-A

Study of Sales Promotion Tools in Dabur Foods (CRM)is written and submitted by me under

the kind guidance of Faculty Guide Dr. Praveen Gupta .

The findings and interpretations in the report are based on both primary and secondary

data collection. This project is not copied from any source or other project submitted for similar

purpose.

Md Intezar Alam

2


3/72

ACKNOWLEDGEMENT

This project is a team project, while my name is on the cover page of this project, literally manyof the people have contributed to this research report. Every work requires commitment, but thiscommitment goes in vein when there is no guidance.

Last but not the least I also acknowledge with thanks for his valuable suggestions and Iam also indebted to the faculty of for making me worth this work.

3


4/72

PREFACE

This project had been undertaken forDISTRIBUTION CHANNEL RELATIONSHIP - A

STUDY OF SALES PROMOTION TOOLS IN DABUR FOODS".

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,

DaburChyawanprash,Vatika,

Hajmola & Real.

In order to gather the most appropriate and accurate data survey was conducted in various

location and markets in Delhi. The data was assimilated with the help of a questionnaire aimed

and designed to extract the most correct and conclusive information.

The consumers were requested to fill the questionnaire and were also asked various other

relevant questions revealing detailed information apart from that in the questionnaire.

The survey was conducted successfully and its findings have been studied, analyzed and have led

to a conclusion, included in the report, which could prove to be fruitful for the project.

4
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/Health_Care/Health_Supplements/Chyawanprash/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/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/


5/72

TABLE OF CONTENTS

1. Executive Summary

2. Introduction

2.1 Corporate Objectives2.2 Corporate Philosophy2.3 Over The Years

3. Social Issues

3.1 Joint Ventures3.2 Subsidiaries3.3 Towards Green Tomorrow

3.4 Protection For And From Nature

4. Board of Directors

5. Dabur Research Foundation

5.1 The People5.2 Scientific Network and Affiliations5.3 Milestones5.4 Research Areas

5.4.1 Ayurvedic Research

5.4.2 Phytopharmaceuticals5.4.3 Agronomy5.4.4 Analytical Research5.4.5 Food Research

6. Timeline

7. Products

7.1 Division and Products7.2 Healthcare Products

7.2.1 Ayurvedic Healthcare Products7.2.2 Digestives

7.3 Childcare Products7.4 Familycare Products7.5 Oralcare Products7.6 Ayurvedic Specialities7.7 Pharmaceuticals

5


6/72

7.8 Foods

8. Research Methodology

8.1 Sample Design8.2 Research Approach8.3 Research Instruments8.4 Contact Method8.5 Data Interpretation8.6 Limitations

9. Schedule

10. Analysis and Interpretation

11. Conclusion.

12. Bibliography

6


7/72

7


8/72

EXECUTIVE SUMMARY

Dabur India Limited has marked its presence with some very significant achievements and todaycommands a market leadership status. Our story of success is based on dedication to nature, corporateand process hygiene, dynamic leadership and commitment to our partners and stakeholders. Theresults of our policies and initiatives speak for themselves.

1Leading consumer goods company in India with a turnover of Rs.2233.72 Crore (FY07)

2 major strategic business units (SBU) - Consumer Care Division (CCD) and Consumer HealthDivision (CHD)

3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International and 3 step downsubsidiaries of Dabur International - Asian Consumer Care in Bangladesh, African Consumer Care inNigeria and Dabur Egypt.

13 ultra-modern manufacturing units spread around the globe

Products marketed in over 50 countries

Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and over 1.5million retail outlets all over India

8


9/72

CCD, dealing with FMCG Products relating to Personal Care and Health Care

Leading brands -

Dabur - The Health Care Brand

Vatika-Personal Care Brand

Anmol- Value for Money Brand

Hajmola- Tasty Digestive Brand

and Dabur Amla, Chyawanprash and Lal Dant Manjan with Rs.100 croreturnover each

Vatika Hair Oil & Shampoo the high growth brand

Strategic positioning of Honey as food product, leading to market leadership(over 40%) in branded honey market

Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65%market share.

Leader in herbal digestives with 90% market share

Hajmola tablets in command with 75% market share of digestive tablets

category

Dabur Lal Tail tops baby massage oil market with 35% of total share

CHD (Consumer Health Division), dealing with classical Ayurvedic medicines

Has more than 250 products sold through prescriptions as well as over the counter

Major categories in traditional formulations include:- Asav Arishtas- Ras Rasayanas

- Churnas- Medicated Oils

Proprietary Ayurvedic medicines developed by Dabur include:- Nature Care Isabgol- Madhuvaani- Trifgol

9
http://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/Medicineshttp://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/Medicines


10/72

INTRODUCTION

Dabur India Limited is one of the leading consumer goods companies 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 ChyawanprashVatika, Hajmola & Real.

CORPORATE PHILOSOPHY:

10
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/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/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/


11/72

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 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 Ayurvedicway of life to global frontiers.

11


12/72

OBJECTIVE

Focus on growing our core brands across categories, reaching out to new geographies,

within and outside India, and improve operational efficiencies by leveraging technology

Be the preferred company to meet the health and personal grooming needs of our target

consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge

of ayurveda and herbs with modern science

Provide our consumers with innovative products within easy reach

Build a platform to enable Dabur to become a global ayurvedic leader

12


13/72

Be a professionally managed employer of choice, attracting, developing and retaining

quality personnel

Be responsible citizens with a commitment to environmental protection

Provide superior returns, relative to our peer group, to our shareholders

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

13


14/72

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 theconsumer through quality

products

Being the company of choice

for our business partners

Delivering higher returns to stakeholders.

14


15/72

DABUR GROUPS

With a basket including personal care, health care and food products, Dabur India Limited has

set up subsidiary Group Companies across the world that can manage its businesses more

efficiently. Given the vast range of products, sourcing, production and marketing have been

divested to five leading group companies that conduct their operations independently:

15


16/72

AT A GLANCE

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 -

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.

16


17/72

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 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.

17


18/72

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.

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 -

18


19/72


20/72

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.

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 -

The Burman family hands over the reins of the company to professionals. Mr. Ninu Khanna joins

Dabur as the Chief Executive Officer.

1999-2000 - Dabur achieves the Rs.1000 crore turnover mark.

20


21/72

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 establishedEarly 1900s - Production of Ayurvedic medicines

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

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 - Computerization of operations initiated1970 - 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.

21


22/72

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 funThe 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 1,000 crore mark

Dabur establishes its market leadership status by staging a turnover of Rs.1,000 crores. Across

a span of over a 100 years, Dabur has grown from a small beginning based on traditional

22


23/72

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 specialized 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.

Maintaining global standards

As a reflection of its constant efforts at achieving superior quality standards, Dabur became

the first Ayurvedic products company to get ISO 9002 certification.

Science for nature

Reinforcing its commitment to nature and its conservation, Dabur Nepal, a subsidiary of

Dabur India, has set up fully automated greenhouses in Nepal. This scientific landmark helps

to produce saplings of rare medicinal plants that are under threat of extinction due to

ecological degradation.

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.

2005 - Dabur announces bonus after 12 years

23


24/72

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.

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.

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.

24


25/72

Roll out of IT services to new plants and CFAs.

Future Challenges

Forward Integration of SAP with Distributors and Stockiest.

Backward Integration of SAP with Suppliers.

Implementation of new POS system at Stockiest point and integration with SAP-

ERP.

Implementation of SAP HR and payroll.

25


26/72

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.

26


27/72

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

27


28/72

Dabur. Dabur Nepal is today involved in promoting cultivation of herbs and apiculture activities

in Nepal. The company 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.

28


29/72

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

15,000 sq. 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.

DRF has developed tissue culture protocols for a number of herbs specially those of alpine

habitat and those diminishing in the nature.

29


30/72

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 realizes the need to replenish what it

takes from nature. The direct result of this realization 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

30


31/72

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 path breaking 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.

31


32/72

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.

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.

32


33/72

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 ensured development of a sustainable source of rare herbs but also has provided an

alternative source of income to the farmers.

33


34/72

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.

34


35/72

The research done by DRF facilitated availability of far cheaper anticancer medicine for the

patients in India and many other countries of the world.

DRF has developed Standardization 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.

35


36/72

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

36


37/72

TIMELINE

1979 - Incorporated as independent research organization

1986 - Starts experimental and clinical studies on Ayurvedics/herbals

1988 - Develops Hajmola Candy - a candy variant of Hajmola tablets having the taste and

digestive properties of tablets in sugar base

1990 - Modern analytical lab equipped with HPLC, HPTLC, GLC etc. set up

1991 - Sets up oncology screening lab

1993 - Re-launches Chyawanprash as an immunity builder after clinically proving it

1994 - Develops eco-friendly method for extraction of paclitaxel from the leaves of Asian Yew

Tree

1995 - Develops Vatika Hair Oil that creates a new product category

37


38/72

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 values for money products have

made Dabur a household name.

38


39/72

HEALTHCARE PRODUCTS

Healthcare is one of the biggest and oldest divisions of Dabur with a wide range of OTChealthcare products. It comprises of:

DaburHealth Care Product Range

Dabur Chyawanprash-Dabur Chyawanshakti-

Glucose D-

Dabur Lal tail-Dabur Janma Ghunti-

Hajmola -Hajmola Candy -

Pudin Hara -(Liquid and Pearls)

Pudin Hara G -Dabur Hingoli -

Shilajit Gold -

Nature Care -

Sat Isabgol -

39
http://www.dabur.com/EN/Products/Health_Care/default.asphttp://www.dabur.com/EN/Products/Health_Care/default.asphttp://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/ChyawanShakti/http://www.dabur.com/en/products/Health_Care/Health_Supplements/GlucoseD/http://www.dabur.com/en/products/Health_Care/Baby_Care/DaburLalTail/http://www.dabur.com/en/products/Health_Care/Baby_Care/janmaGhuti/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://www.dabur.com/en/products/Health_Care/Digestive/PudinHara/http://www.dabur.com/en/products/Health_Care/Digestive/PudinHara/http://www.dabur.com/en/products/Health_Care/Digestive/PudinharaG/http://www.dabur.com/en/products/Health_Care/Digestive/Hingoli/default.asphttp://www.dabur.com/en/products/Health_Care/Natural_Cures/Shiljit_gold/default.asphttp://www.dabur.com/en/products/Health_Care/Natural_Cures/natureCare/http://www.dabur.com/en/products/Health_Care/Natural_Cures/Sat_Isabagol/http://www.dabur.com/en/products/Health_Care/Digestive/http://www.dabur.com/EN/Products/Health_Care/default.asphttp://www.dabur.com/en/products/Health_Care/Health_Supplements/Chyawanprash/http://www.dabur.com/en/products/Health_Care/Health_Supplements/ChyawanShakti/http://www.dabur.com/en/products/Health_Care/Health_Supplements/GlucoseD/http://www.dabur.com/en/products/Health_Care/Baby_Care/DaburLalTail/http://www.dabur.com/en/products/Health_Care/Baby_Care/janmaGhuti/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/en/products/Health_Care/Digestive/hajmola/http://www.dabur.com/en/products/Health_Care/Digestive/HajmolaCandy/http://www.dabur.com/en/products/Health_Care/Digestive/PudinHara/http://www.dabur.com/en/products/Health_Care/Digestive/PudinHara/http://www.dabur.com/en/products/Health_Care/Digestive/PudinharaG/http://www.dabur.com/en/products/Health_Care/Digestive/Hingoli/default.asphttp://www.dabur.com/en/products/Health_Care/Natural_Cures/Shiljit_gold/default.asphttp://www.dabur.com/en/products/Health_Care/Natural_Cures/natureCare/http://www.dabur.com/en/products/Health_Care/Natural_Cures/Sat_Isabagol/


40/72

Dabur's Health Care range brings for you a wide selection of herbal products, to provide

complete care for varying individual needs. We derive our products from the time-tested heritage

ofAyurveda, backed by the most modern scientific test and trials. That ensure unfailing quality

and safety in anything.

DABUR INTERNATIONAL PRODUCT RANGE

40
http://www.dabur.com/EN/Products/Health_Care/default.asphttp://www.dabur.com/EN/ayurveda/default.asphttp://www.dabur.com/EN/General/askcontinue.asp?category=7&querytyp=Product%20Related&subject=International%20Rangehttp://www.dabur.com/EN/General/continue.asp?category=100&subcat=7http://www.dabur.com/EN/exports/foods/default.asphttp://www.dabur.com/EN/exports/Hair_Care/default.asphttp://www.dabur.com/EN/exports/Oral_Care/default.asphttp://www.dabur.com/EN/exports/Skin_Care/default.asphttp://www.dabur.com/EN/exports/Health_Care/default.asphttp://www.dabur.com/EN/Products/Health_Care/default.asphttp://www.dabur.com/EN/ayurveda/default.asp


41/72

CHARACTERIZATION

Dabur Ranked AmongIndias Most TrustedBrands Of 2007 By

Economic Times-BrandEquity

Dabur Moves Up 20 Places InIndias 100 Most Valuable

Brands List Prepared By 4Ps.Dabur Listed As 45th Most

Valuable Brand, Ahead Of Global& Domestic Biggies Like Sony,

Ford, Yahoo!, TCS, Sunsilk,Lakme & Ponds

Dabur India ChiefExecutive Officer Mr SunilDuggal Ranked AmongstThe 50 Best Non-Owner

Corporate Leaders In IndiaInc, by 4Ps

Dabur Amongst Top ThreeMost Respected FMCG

Companies

Dabur Real Bags Gold InReader's Digest Trusted

Brand Awards

Dabur Figures In Top GreatPlace To Work 2006 List

41


42/72

Dabur Amongst India'sMost Valuable

Companies

Dabur India CEOAmongst 100 Most

Influential People Of2007

Dabur Placed Fourth In FMCG CategoryIn Annual ET - 500 Listing

Annual Listing OfIndia Inc's MostPowerful CEOs

Dabur FiguresAmongst Top 3Newsmakers In

FMCG Sector

.

42


43/72

BRAND MANAGEMENT STRATEGIES

The case let provides an overview of brand management strategy adopted by Dabur for its

personal care brand Dabur Vatika. The case let follows the meticulous brand building initiatives

taken by the company, from the launch of Dabur Vatika in 1995 to it becoming a Rs 1 bn brand

by 2003. The case let also examines the objectives and elements that were involved in Vatikas

brand building exercise.

Marketing strategies

Brand management strategies

Product differentiation

Packaging as a marketing communication tool

Importance of choosing the right celebrity and its influence on the brand equity

Brand extensions and communication strategy

Until the early 1990s, Dabur, the 100-year old ayurvedic products manufacturer, was looked

upon as a rather staid company that marketed herbal and ayurvedic products.

Dabur Vatika in 1995 brought about a sea change in that perception. Within six years of its

launch, Vatika had become the market leader in the value-added hair oils segment. Its success

pushed Dabur into the league of top FMCG product companies in India. Dabur Vatikas success

can be attributed to the companys differentiated product offering and meticulous brand building

initiatives. The company concentrated on differentiating the brand in all aspects, right from

positioning to packaging. At the time of its launch, Dabur positioned Vatika as value-added hair

oil that contained pure coconut oil enriched with natural ingredients such as henna, amla

(gooseberry), and lemon. Till then, the hair oil market had been dominated by plain coconut oil

brands with Maricos flagship brand, Parachute, being the market leader.

43


44/72

1. Dabur Vatika, one of the youngest brands in the country (launched in 1995), has become a

leading brand in the natural personal care product segment. What were the factors that

enabled Vatika to become a flagship brand of Dabur in such a short span of time?

2. Marketing communications play an important role in building brands. Discuss the role

played by marketing communications in making Dabur Vatika a successful brand.

Chyawanprash

The leader in the chyawanprash market in India, Dabur Chyawanprash is one of the most well

known Ayurvedic product in India and abroad. An effective herbal immunomodulator, Dabur

Chyawanprash has the essential goodness of amla and over 50 other herbs. Dabur has conducted

several clinical trials on this product which confirm its efficacy as a unique product that

strengthens the body from within.

Digestives

Hajmola Tablets

Hajmola Tablets are the first classical Ayurvedic product to be branded and

positioned as fun-filled product with medicinal properties. It finds mention in Ayurvedic

scriptures as Kshudhavardhak Bati, and was branded as Hajmola, a name derived from Hajma

which means digestion in Urdu. It is available in regular and tamarind flavour.

44


45/72

HajmolaCandy

To cash in on the brand equity enjoyed by Hajmola, Dabur launched Hajmola Candy in

1989. Since then, the company has added Mango and tamarind flavors besides the regular one.

PudinHara

One of the oldest products in Dabur portfolio, Pudin Hara is available in liquid as

well as capsule form. It has a special combination of mint oils and cures gastric problems

without any side effects.

Hingoli

Asafetida or Hing is mentioned in Ayurveda as an effective aid in digestion, and is

used a lot in Indian cooking. Dabur's Hingoli has all the goodness of asafetida and other herbs.

45


46/72

Childcare Products

DaburLalTail

The largest baby massage oil in India, it has the goodness of herbs which helps in

strengthening the bones of infants.

DaburJanmaGhutti

This Ayurvedic preparation helps in strengthening the digestive system of new born.

46


47/72

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.

47


48/72

Dabur 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.

48


49/72

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:

49


50/72

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.

Chumash -

These are finely ground medicinal powders used to treat a variety of ailments ranging from

digestive problems to cough and fever.

Ras Rasayanas -

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 along with certain prescribed drugs are known as medicated oils. These oils

retain the curative properties of herbs and is used for inunction and massage.

50


51/72

PHARMACEUTICALS

Branded Pharmaceuticals -

It includes a range of natural ethical products like New Livfit, Honitus, Ulgel etc. and a range of

contrast media and gynecological.

Oncology -

This wide and formidable range includes brands such as Intaxel, Docetaxel and Topotecan, all of

which were manufactured for the first time in India by Dabur. Little wonder then, that Dabur is

the undisputed market leader in this category in India and has plans to establish itself as a generic

oncology player in select global markets.

Bulk Drugs and Chemicals -

This range consists primarily of bulks in the oncology category.

FOODS

Launched over two years back, the Dabur Foods range include juices under the brand name Real

and cooking pastes under the brand name Hommade. To give a better focus to this division. This

division has been carved out as a subsidiary company of Dabur India Limited.

SUBSIDIARIES

51


52/72

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, Hommade Cooking Paste and

Sauces and Lemoneez lemon juice.

52


53/72

RESEARCH METHODOLOGY

RESEARCH DESIGN

Ownership: This is our company. We accept personal responsibility, and accountability to meet

business needs

Passion for Winning: We all are leaders in our area of responsibility, with a deep commitment to

deliver results. We are determined to be the best at doing what matters most

People Development: People are our most important asset. We add value through result driven

training, and we encourage & reward excellence

Consumer Focus: We have superior understanding of consumer needs and develop products to

fulfill them better

Team Work: We work together on the principle of mutual trust & transparency in a boundary-

less organisation. We are intellectually honest in advocating proposals, including recognizing

risks

Innovation: Continuous innovation in products & processes is the basis of our success

Integrity: We are committed to the achievement of business success with integrity. We are

honest with consumers, with business partners and with each other

It has surveyed 100 outlets covering NCR (Gr. Noida / NOIDA).

Ayurvedic Research:

Standardization of herbs and finished products

Validation of the processes

53


54/72

Formulation development taking lead from Ayurveda

Pharmaceutical Research:

Development of new formulations of existing and new molecules

Parenteral Formulations development

Compatibility and shelf life studies

Validation of processes

54


55/72

PHYTOPHARMACEUTICALS:

Isolation of existing and new therapeutic ingredients from natural sources

Extraction technologies

Processes development and transfer of technology

Biotechnology:

Tissue culture of medicinal plants especially endangered ones

Cell and callus culture

AGRONOMY:

Agro-technology development for medicinal plants

Micro-propagation of medicinal plants

Cultivation of medicinal and fruit plants

Generation of quality planting material through greenhouse technology

Personal Care Products:

Development of skin and hair care products

Oral care product development

Ayurvedic medicated oil development

Herbal extracts in cosmetics

55


56/72

ANALYTICAL:

Protocols and methods development for natural and synthetic products

Bio-equivalence studies of Pharmaceutical Dosage forms

Reaction monitoring of synthetic chemistry processes

Marker compound testing as a tool for standardisation of Botanicals

Synthetic Chemistry:

Synthesis of known and new molecules and intermediates (APIs)

Process development

Lab scale synthesis of new molecules

Scale up and purification methods

Formulation and stability studies

Novel drugs delivery systems

RESEARCH APPROACH

Survey approach was chosen for this research work. Survey research is the best suited for

gathering descriptive information company that wants to know about individuals knowledge,

attitudes, prefrences or buying behavior can often find out by asking individuals directly. The

major advantage of survey research is its flexibility. It can be used to obtain many different kinds

of information in many different situations

56


57/72

RESEARCH INSTRUMENTS

Schedules which is the most commonly used instrument, was opted for this research.

One copy of schedule framed is enclosed after this.

CONTACT METHOD

Personal individual interview method was opted for this research work, as it is the most flexible

method of all.

DATA ANALYSIS AND INTERPRETATION

The data thus collected was tabulated, analyzed and interpreted with view to make the study

more meaningful. They were tabulated in manner so that results could be viewed easily. Some

statistical techniques were used to examine the views of respondents. The use of tables, charts

and diagrams had been made to present the data in the analysis form.

57


58/72

ANALYSIS

The ANALYSIS faced during the research were: -

The sample size taken is 100, which is not sufficient to represent the entire universe. The size

could not be increased due to time constrained.

The areas covered were restricted to East and South Delhi only and as such the results of the

surrey are valid for the above said areas.

All information, which has been collected form, the respondents have been considered

authentic and final.

Besides all this the report has been on individual attempt and also involves the human

process of interpretation and analysis, so there are chances of human error.

Despite repeated proof reading there is a possibility of spelling error of otherwise which may

have been overlooked

58


59/72

ANALYSIS & INTERPRETATION

Most of the retailers stock 4 to 6 pieces of each brand of shampoos.

SHAMPOOS AVAILABILITY (piece/retailer)

NAME CATEGORY

1 TO 3 4 TO 6 MORE THAN 6

VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

0

20

40

60

80

100

120

140

160

VATIKA H & S PANTENE SUNSILK

1 TO 3

4 TO 6

MORE THAN 6

3-D Column 5

59


60/72

SHAMPOOS VISIBILITY(piece/retailer)

NAME CATEGORY


VATIKA 100 130 70

HEAD & SHOULDERS 70 130 100

PANTENE 65 145 90

SUNSILK 70 140 90

0

20

40

60

80

100

120

140

160

VATIKA H&S PANTENE SUNSILK

1 TO 3

4 TO 6

MORE THAN 6

3-D Column 4

60


61/72

TOOTH BRUSHES AVAILIBILITY (piece/retailer)

NAME CATEGORY

1 TO 12 20 30 MORE THAN 30

BINACA 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

Mostly retailers prefer to stock 20 to 30 pieces of each of the brands. Very few retailers are there

who stock the Bianca toothbrushes as compared to the other toothbrushes.

0

20

40

60

80

100

120

140

160

180

BINACA COLGATE PEPSODENT ORAL B AQUAFRESH

1 TO 12

20

30

M. T.30

61


62/72

TOOTH BRUSHES VISIBILITY (piece/retailer)

NAME CATEGORY

1 TO 12 20 30 MORE THAN 30

BINACA 15 NILL NILL NILL

COLGATE 50 180 100 NILL

PEPSODENT 50 180 70 NILL

ORAL B 30 120 50 100

AQUAFRESH 30 120 50 100

0

20

40

60

80

100

120

140

160

180

BINACA COLGATE PEPSODENT ORAL B AQUAFRESH

1 TO 12

20

30

M. T.30

62


63/72

COCONUT OILS AVAILIBILITY (piece/retailer)

NAME CATEGORY


VATIKA 90 140 60

PARACHUTE 60 80 160

Most of the retailers prefer to stock less pieces of Vatika hair oil in comparison to the Parachute

hair oil.

0

20

40

60

80

100

120

140

160

VATIKA PARACHUTE

1 TO 3

4 TO 6

MORE- 6

63


64/72

COCONUT OILS VISIBILITY (piece/retailer)

NAME CATEGORY


VATIKA 90 140 60

PARACHUTE 60 80 160

0

20

40

60

80

100

120

140

160

VATIKA PARACHUTE

1 TO 3

4 TO 6

MORE- 6

Although there are very less number of retailers stocking the tooth powders but in those who do

they prefer to stock the Colgate tooth powder in comparison to Binaca tooth powder.

64


65/72


66/72

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.

66


67/72

CONCLUSION

We 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, which 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.

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 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.

Regarding the service provide by the Dabur to its retailers we found that the Dabur personnel

mostly visits most of the retailer on weekly basis.

67


68/72

QUESTIONNAIRE

This questionnaire is meant to collect information from the retailers about the quantity stored by

the retailers of Dabur products as compared to other competitors

(Tick the appropriate answer/answers):

1. Out of these how many brands of shampoos do you store?

a) Vatika b) Head & Shoulders c) Pantene d) Sunsilk

2. How many pieces of each brand of shampoos do you store?

a) 1 to 3 b) 4 to 6 c) more than 6

3. Out of these how many brands of toothbrushes do you store?

a) Binaca b) Colgate c) Pepsodent d) OralB e) Aquafresh

4. How many pieces of each brand of toothbrushes do you store?

a) 1 to 12 b) 12 to 20 c) 20 to 30 d) more than 30

5. Out of these how many brands of coconut oil do you store?

a) Vatika b) Parachute

6. How many pieces of each brand of coconut oil do you store?


7. Out of these how many brands of toothpowder do you store?

a) Binaca b) Colgate

68


69/72

8. How many pieces of each brand of toothpowder do you store?

a) 1 to 3 b) 4 to 6

9. Out of these how many brands of light hair oil do you store?

a) Amla light b) Keo-karpin

10. How many pieces of each brand of light hair oil do you store?


69


70/72

FAQ

QUESTIONNAIRE

Q. Who leads the company?

Q. When did Dabur go for its first public issue?

Q. What is the role of the Burman family in the Companys management and operations?

Q. What is the mailing address and phone numbers of Daburs headquarters?

Q. What are the main product categories of Dabur?

Q. How many group companies does Dabur have?

Q. How does Dabur position itself?

Q. What is Daburs status in the consumer goods market?

Q. In how many countries does Dabur have its distribution network and offices?

Q. Where can I get a copy of the Company Annual Report?

Q. What are Daburs environmental concerns?Q. How does Dabur implement its social commitments?

Q. What are the major areas of research undertaken by Dabur?

Q. Who do I contact at Dabur for a business proposal?

Q. In what manner and which areas of operation does Dabur support non-profit

organizations?

70
http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=75&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=76&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=79&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=80&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=81&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=82&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=85&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=86&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=87&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=88&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=89&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=75&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=76&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=77&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=78&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=79&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=80&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=81&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=82&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=84&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=85&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=86&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=87&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=88&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=89&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1http://www.dabur.com/EN/general/FAQs.asp?id=1&faqid=90&showAns=y#f1


71/72

BIBLIOGRAPHY

1. Books : Kotler Philip, Marketing Management.

C.B. Kothari, Research Methodology.

2. Internet : www.dabur.com

www.google.com

www.hll.org.

www.daburproducts.co.in

3. Newspapers : The Times of India

The Hindustan Times

Business World

Economics Times

4. Schedules : Personal interaction with Individuals

71
http://www.dabur.com/http://www.google.com/http://www.dabur.com/http://www.google.com/


72/72

dabur - marketing - project.doc ali

Documents