Dabur Project ReportBRAND PROMOTION AND PRODUCT POSITIONING OF

“DABUR FOODS” IN INSTITUTIONS

Pushpendra Singh[MBA Marketing] 15/11/2011

PROJECT REPORT ON

“BRAND PROMOTION & PRODUCT POSITIONING IN INSTIUTIONS”

SUBMITTED BY

PUSHPENDRA SINGH

Excel Business Academy

Ullal Main Road, Near Bangalore University, Bangalore-560056 (Batch-2009-10)

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A PROJECT REPORT ON “BRAND PROMOTION & PRODUCT POSTIONING IN

INSTITUTIONS”

A project report submitted to Excel Business Academy(EBA) in partial

fulfillment of the award of the degree of Master of Business Administration

(MBA).

Submitted By

PUSHPENDRA SINGH

Under the Guidance Of

INTERNAL GUIDE EXTERNAL GUIDE

Prof. LEELA Mr. RAM SHANKAR DAS

MARKETING FACULTY BDO (DABUR)

Excel Business Academy

INDEX

Sl. No. Topic Page No. 1 Introduction of project 1 2 Index 2

3 Acknowledgement 4 4 Student Declaration 5

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5 Executive summary 6 6 Industry Profile 9 8 FMCG Industry Size & Growth 10 9 Common FMCG Products 1110 Leading FMCG Companies & Market Potential

FMCG Industry12

11 Scope of FMCG Industry Sector& FMCG Industry outlook

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12 Company Detail & Highlights of Dabur 1613 Amazing fact about Dabur 1714 Award & Reconization 1815 Strategic Business Units 2016 Consumer Care Division overview 2117 Dabur vision,mission,core values 2418 Strategic Intent of Dabur India 2519 Dabur Groups 2620 Dabur World Wide & Manufacturing facilities in

india27

21 CEO of Dabur India 2922 Bord of Directors 3023 SWOT Analysis of Dabur India 3224 Dabur Foods Ltd. (Profile) 3325 Brief About Real Brand 3426 Brief About Real Activ 3527 Brief About Homemade Brand 3628 Brief About Lemoneez Brand 3729 Brief About Capsico Brand 3830 Brief About Nature’s Best Brand 3931 Sales, Profit, EBIDTA,(Including Retail)

2009-1040

32 Sales, Profit, EBITDA,(Excluding Retail)2009-10

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33 Sales growth revenues of Divisions 423

34 Revenues of CCD in 2009-10 4335 Findings 4436 My Point of view 4537 Bibliography 46

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ACKNOWLEDGEMENT

AAs anyone who has written a project work, or research work, it is quite impossible to

acknowledge by name every individual who has played some part in this work. I feel it

difficult to express in words my profound sense of gratitude to most respected persons

who helped me to make this work possible.

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I acknowledge my gratitude to respect guide Mr.P N Nanaiah who have been kind

enough to suggest improvement of this work and make it broad, based.

I would also like to thank Mr. Ram Shankar Das (Business Development Officer, Dabur

India Ltd.) who has given me the opportunity to do my summer training in Dabur India

Ltd.

I am grateful for each and every valuable interaction that brought me to a better

understanding of my work i.e. promotion technique and market research, both

forming the crux of my report

STUDENT DECLARATION

We here by declare that the project report titled “BRAND PROMOTION & PRODUCT

POSITIONING IN INSTITUTIONS” is submitted in the partial fulfillment of the

requirements for the award of MBA, is our original work.

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This has not been submitted in part or full towards any other degree or diploma.

Place:-BANGALORE

Date:- PUSHPENDRA SINGH

EXECUTIVE SUMMARY REPORT

1. Student Information

Name:- Pushpendra Singh

Enrollment:- Exc/10/07049

E-mail Id:- p.sengar007@gmail.com

Course:- MBA

2. Project Details

Title of the Project: - Brand Promotion & Product Positioning

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Objective of the Project: -

The objective of the project was to promote the brand & products of the company to

the institutions (Real, Active Best in juices category, garlic & ginger paste, corn flour in

commodities categories) and collecting the feedback from existing as well as non-

existing customers, which results in the increase the customer base of the company &

increasing the sales as well.

3. Organization:-

Name of the Company:- Dabur India Ltd.

Company Guide:- Mr. Ram Shankar Das

Designation:- Business Development Officer

Contact No:- 08722712717

E-mail Id:- ramshankardas@gmail.com

4. Key result area:-

-Understood the dynamic market that how it changes

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-Understood the growth & opportunities in the market

-Understood the consumers behavior & preferences

-Understood how the Dabur products place in the market

-Learns how to promote the brand as well as product in today’s competitive market

5. Learning during Project:-

Dabur project was very enriching & informative affair of 45 days. The culture &

working environment of the company gave me opportunities to work like Professionals

under the guidance of my mentor Mr. Ram Shankar Das, I got immense knowledge

about the changing sciniror of consumer market & its dynamics. I got proper guidance

& supports of my mentor which helped me to learn practical aspect of marketing. The

best part of the project for me was direct interaction with the customers which gave

me understanding of customer’s behavior & preferences, which gave edge so as to

understand the product placement & target market.

6. Value addition to the organization:-

-Established Dabur brand offering quality products at reasonable prices.

- Promoted & refreshed goodwill of the company with existing & potential clients.

- Increased the sale of the company products, which resulted in the increase revenue

for the company.

- Acquired numerous clients for the organization & increasing the market coverage of

the Dabur products.

7. Methodology Used in the Project:-

-Direct Market Research9

-Questionnaire Method

-Interview Method

-Direct Interaction with the customers

INDUSTRYPROFILE

FMCG is the acronym of Fast Moving Consumer Goods which is also known as

Consumer Packaged Goods (CPG). Fast moving consumer goods are products that have

a quick turnover, and relatively low cost. The Fast Moving Consumer Goods (FMCG) is

those consumables which are normally consumed by the consumers at a regular

interval. The purchasers usually put less thought into the purchase of FMCG than they

do for other durable products such as electronic items. In comparison with other

industries such as automobiles, computers, and airlines, FMCG business has a steady

rate of growth, for it does not suffer from huge recession and layoffs every time the

economy starts to dip. In FMCG business absolute profit made on the products is

relatively small. Since they generally sell in large numbers, the overall profit on such

products can be huge.10

The Indian FMCG sector with a market size of US$ 23.74 billion is the fourth largest

sector in the economy. A well-established distribution network, intense competition

between

the organized

and

unorganized segments characterizes the sector. FMCG Sector is expected to grow by

over 30% by 2010. That will translate into an annual growth of 10% over a 5-year

period.

The Federation of Indian Chambers of Commerce and Industry (FICCI) predicted that

the Indian FMCG industry is expected to grow 20% during 2003-10 with rising

disposable income, changing lifestyle and rapid urbanization.

GRAPH-1 FMCG Industry Size (US $ billion)

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GRAPH-2 FMCG Sector Growth

Source: Industry Data

Common FMCG Products

Some common FMCG product categories include food and dairy products, glassware,

products, pharmaceuticals, consumer electronics, packaged food products, plastic goods,

printing and stationery, household products, photography, drinks etc. and some of the

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examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents,

tobacco and cigarettes, watches, soaps etc. Within the Indian FMCG industry, there are few

sectors that will grow more than 20% during 2008-2009, like shaving cream at 23%,

skin/fairness cream at 22%, shampoos at 21.3%, skin care & cosmetics at 20%, tooth- powder

at 22% and care products.

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Table-1 Leading FMCG Companies

Market potentiality of FMCG Industry

With the presence of 12.2% of the world population in the villages of India, the Indian rural

FMCG market is something no one can overlook. Increased focus on farm sector will boost

rural incomes, hence providing better growth prospects to the FMCG companies. Better

infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit

from growing demand in the market. Because of the low per capita consumption for almost

all the products in the country, FMCG companies have immense possibilities for growth. And

if the companies are able to change the mindset of the consumers, i.e. if they are able to

take the consumers to branded products and offer new generation products, they would be

able to generate higher growth in the near future.

Some of the merits of FMCG industry, which made this industry as a potential ones are low operational cost, strong distribution networks, and presence of renowned FMCG companies.

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Population growth is another factor which is responsible behind the success of this industry. The prediction of higher sales growth of FMCG products is based on strong economic fundamentals such as rising disposable income of people. Now people can afford to spend on quality FMCG products.

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SCOPE OF FMCG SECTOR

Consumer Spending:-

Private consumption expenditure in India grew at a real CAGR of over 7.3% during

last 5 years

Pyramid expanding at the middle as deprived sections are shrinking: People in

lowest expenditure class will shrink from 45% to 35% by 2014-15*.

Share of wallet shifting from food to household and personal care, durables,

apparel, communication, education and entertainment.

Younger population getting added : 50% of the population below 25 years; 200 mn

people will enter the working age of 15-60 years over the next 2 decades

Rural India accounts for 70% of population. By 2014-15, 150 million people in rural

India will have consumption levels similar to the ‘better-off’ urban consumer of

today.

Low Penetration Level:

The demand for lifestyle products is boosted by the rising aspiration and modern facilities.

As the spending power of consumers is going up, the sales of FMCG products in India will rise

too. Therefore, companies need to improve the quality of products and employ right

marketing mix by implementing new technologies such as Customer Relationship

Management.” Because of the low per capita consumption for almost all the products in the

country, FMCG companies have immense possibilities for growth. And if the companies are

able to change the mindset of the consumers, i.e. if they are able to take the consumers to

branded products and offer new generation products, they would be able to generate higher

growth in the near future. Hence both in Rural and Urban India, there is room for sustained

growth.

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Availability of raw materials

Because of the diverse agro-climatic conditions in India, there is a large raw material base

suitable for food processing industries. India is the largest producer of livestock, milk,

sugarcane, coconut, spices and cashew and is the second largest producer of rice, wheat and

fruits &vegetables.

Labor cost comparison:

Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest

in the world, after China & Indonesia. Low labor costs give the advantage of low cost of

production. Many MNC's have established their plants in India to outsource for domestic and

export markets.

Presence across value chain:-

Indian companies have their presence across the value chain of FMCG sector, right from the

supply of raw materials to packaged goods in the food-processing sector. This brings India a

more cost competitive advantage. For example, Amul supplies milk as well as dairy products

like cheese, butter, etc.

FMCG Sector Outlook

No signs of slowdown- most categories witnessing double digit growth driven by

sustained off takes in rural sector.

Rural India consumption story continues led by increase in agri commodity realizations

and investments in agriculture/rural economy.

No material signs of consumer down trading barring in categories where price hikes

have been in excess of 10-15%.

Benign input cost environment foreseeable for next few quarters; growth to be

primarily volume led with little or no price growth in the offing.

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COMPANY DETAIL

Founding Thoughts

"What is that life worth which cannot bring comfort to others"

With the above thought Dr. S.K Burman (1856-1907) tucked away in Bengal. His

mission was to provide effective and affordable cure for ordinary people in far-flung

villages. With missionary zeal and fervor, Dr. Burman undertook the task of preparing

natural cures for the killer disease of those days, like cholera, malaria and plague

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Table -2

Highlights of the Dabur India

1884 The company started its operations as an Ayurvedic Pharmacy in Calcutta

1919 The first company to Initiate research on Ayurveda

1940-50 Entry into Consumer products through launch of Dabur Amla Hair Oil & Chyawanprash

1970-80 Entry into Oral care & Digestives through launch of Dabur LDM & Hajmola

1994 Pharmaceutical business de-merged from Dabur India creating Dabur Pharma

1996 Promoter family moved out of executive role inducting professional managers including CEO

1998 The Company got Listed on Bombay Stock Exchange

2004 Launched "Real" India's first packaged fruit juice marking its entry into Health beverages

2005 Acquired Balsara having Oral care and Home Care products

2007 Board restructured : Induction of younger members on the Board

2009 Fem care acquisition

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AMAZING FACTS ABOUT DABUR

DABUR has one of the largest Herbal & Natural Portfolio. Dabur’s domestic distribution

network comprises 50 C&F agents and about 4,500 distributors.

Driven by the sheer popularity of its product portfolio, Dabur finds a place of pride in

over 2.5 million retail outlets in India with geographic footprint spanning over 60

countries.

It has a sizeable presence in high growth international markets with14 Manufacturing

Plants and provides employment to over 3500 employees.

There are major 5 Umbrella Brands and over 350 well performing products.

Head quarters Ghaziabad, Type-NSE,BSE

Website- www.dabur.com.

Key Financial Performance Overview

Robust revenue growth led by CCD & IBD. Most of the categories performed well with

Shampoos, Hair Oils Foods and Toothpastes contributing proportionately higher to the

growth. Fem care take over process completed on 25thJune, 2009 and results consolidated

for 6 days of the quarter.

Consolidated Sales increased to Rs. 2834.1 crore in 2008-09 from Rs.2396.3 crore in

2008-09, registering agrowth of 18.3%.

Earnings before interest, depreciation, taxes and amortization (EBIDTA) increased

to Rs. 517.3 crore in 2008-09 from Rs. 443.3 crore in 2007-08, registering growth of

16.7%

Consolidated Profits After Tax (PAT) went up to Rs. 391.2 crore in 2008-09 from

Rs.332.9 crore, going up by 17.5%.

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Awards & Recognitions

Dabur has received many Awards and Accolades in recognition of its-achievements at various

levels. During the year Dabur bagged various Awards and Recognitions in different categories

and for different Brands.

For the Company

Ranked amongst India's most innovative companies

by Business Today-Monitor Group Survey.

Ranked 28th in the list of India's Top 50 Most

Valuable (company) Brands by Brand Finance.

Its Brands

Hajmola, one of the strongest brands in Dabur's Portfolio, has been listed among the

Top 18 Iconic Brands in India..

Dabur Brands-Hajmola, Dabur Amla and Vatika have debuted in the Economic Times

Brand Equity's most trusted Brands 2008 list.

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Its Chief Executive Officer

Mr. Sunil Duggal was named the best corporate leader of 2008 at the B&E leadership

and Excellence Awards, and also ranked among India's most valuable CEOs by Business

World.

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CONSUMER CARE DIVISION OVERVIEW

Extension of existing brands to more subcategories and making more choice available to

consumers, coupled with increased focus on rural penetration, was the key platform on

which CCD leveraged its growth during 2008-09. The division reported growth of 13.8%,

supported by-strong performance across various segments. The CCD business is divided into

four key portfolios: healthcare, personal care, home care and foods. These cater to a number

of consumer market segments including hair care, oral care, baby and skin care, health

supplements, digestives, home care and foods. Share of these product segments in CCD sales

is presented in Figure:

Health Care:

With a share of 44%, the Health Care segment continued to be the largest contributor to

CCD's sales during the fiscal, reporting impressive growth across all its three categories:

Health Supplements, Oral Care and Digestives.

Personal Care:

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Comprising Hair Care and Baby & Skin Care, this portfolio is the second largest contributor to

CCD sales, with a 37 % share. During 2008-09, this portfolio reported a strong 21.5% growth,

of

which significant growth came out of higher volumes a considerable achievement given the

intense and

challenging inflationary scenario in terms of the input costs that impacted the FMCG industry

during the year. Led by impressive growth across brands, the Personal Care portfolio

emerged as the fastest growing segment in CCD during the year.

Home Care:-

Dabur is a significant player in the evolving and under penetrated Home Care category in

India. Home Care portfolio, which came into the Dabur fold with the acquisition of Balsara in

2005, has a share of 5.7% of CCD revenues. The portfolio registered a growth of9.7% during

2008-09.

The portfolio comprises of 3 categories: Air Care, Mosquito Repellants and Surface Cleaners.

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Foods:-

Foods division, which was merged with CCD during 2008-09 is now fully integrated with the

consumer care division and contributes 13.3% to the CCD sales, this segment comprises

mainly fruit beverages under the Real & Active brands and culinary additives under the

Homemade brand. The foods business recorded a growth of 14.4% for the year, riding on the

plank of health & wellness and established superiority.

International Business Division:-

The division, which has been transformed from being a small operation into a multi-location

business spreading through the Middle East, North Africa, West Africa and South Asia, grew

by 39.9% during the year and emerged as the fastest growing division of the Company. This

acceleration in growth of IBO led to its contribution to Dabur's consolidated revenue going

up to 18.5% for FY09 from 15.7% a year ago.

The key categories accelerating the division's growth are Hair Creams, Toothpastes, Hair Oils

and Conditioners is pertinent to mention that the brand architecture in the Company's

overseas markets remains similar to that in India, though the products sold under these

brands are customized and modified to the requirements of these markets.

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DABUR VISION, MISSION,CORE VALUES

Vision: "Dedicated to the health and well being of every household"

This is our company. We accept personal responsibility, and accountability to meet business needs.

We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most.

People are our most important asset. We add value through result driven training, and we encourage & reward excellence.

We have superior understanding of consumer needs and develop products to fulfill them better.

We work together on the principle of mutual trust & transparency in a boundary-less organization.

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

We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.

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STRATEGIC INTENT OF DABUR INDIA

Dabur India intends to significantly accelerate profitable growth. 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

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

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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 the group companies that conduct their operations independently:

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DABUR WORLD WIDE

Dabur's mission of popularizing a natural lifestyle transcends national boundaries. Today, there is growing global awareness on alternative medicine, nature-based and holistic lifestyles and an interest in herbal products. Dabur has been in the forefront of popularizing this alternative way of life, marketing its products in more than 60 countries all over the world.

Over the years, Dabur's overseas business has successfully transformed from being a small operation into a multi-location business spreading through the Middle East, North Africa, West Africa and Sou

Our Products Worldwide

We have spread ourselves wide and deep to be close to our overseas consumers. Our overseas product portfolio is tailor-made to suit the needs and aspirations of our growing consumer base in the international markets.

Offices and representatives in Europe, UK, America and Africa

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AA special herbal health care and personal care range successfully selling in markets ranging from the Middle East, Far East, North Africa and Europe

Inroads into several European and American markets that have good potential due to resurgence of the back-to-nature movement

Export of Active Pharmaceutical Ingredients (APIs), manufactured under strict international quality benchmarks, to Europe, Latin America, Africa, and other Asian countries

Export of food and textile grade natural gums, extracted from traditional plant sources

Partnerships & Production

Strategic partnerships with leading multinational food and health care companies to introduce innovations in products and services

Six modern manufacturing facilities spread across South Asia, Middle East and Africa to optimize production by utilizing local resources and the most modern technology avai

MANUFACTURING FACILITIES IN INDIA

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CEO OF DABUR

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Mr. Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002, holding reins of the organization he joined in 1995.

Mr. Duggal started his career as a management trainee in Wimco Limited in 1981 after getting his Engineering Degree (Electrical & Electronics) from BITS, Pilani, and Business Management from IIM, Calcutta. His stint at Wimco continued till 1994, with a break in between when he joined Bennett Coleman & Co. Ltd for a short period. In 1994, he moved to Pepsi Foods as GM, Sales Operation.

In 1995, he joined the Dabur family as General Manager (Sales & Marketing) of the Family Products Division with products like Dabur Amla, Lal Dant Manjan and Vatika in his portfolio. This Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika was also launched during this period and is now the Company's second biggest brand.

With his dynamic spirit and leadership abilities, he soon became Vice-President and SBU-Head of the Family Products Division. In July 2000 Mr. Duggal was appointed Director Sales and Marketing of Dabur India Limited. And in 2002, he became the CEO of the Company - a professional with valuable experience to steer the company ahead in its growth plans.

Spanning a career of over 20 years, Mr. Sunil Duggal has travelled widely across India and handled diverse portfolios that have helped him understand the dynamics of FMCG businesses and market trends. He is well versed in the intricacies of India's regional diversities and consumer needs.Mr. Duggal lives in Delhi with his wife and one child. Whenever he gets a break from his official responsibilities, Mr. Duggal likes to spend time at home with his family and an occasional round of golf.

BOARD OF DIRECTORS

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Dabur has an illustrious Board of Directors who are committed to take the company to newer levels of corporate governance.

The Board comprises of:

Chairman: - Dr. Anand Burman Vice-Chairman:- Mr. Amit Burman

Time Directors:-

Mr. P.D. Narang Mr. Sunil Duggal

Mr. Pradip Burman Mr. Mohit Burman

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Independent Directors:-

Mr. Bert Paterson Mr. P. N. Vijay

`

Mr. R C Bhargava Mr. Analjit Singh

Dr. S. Narayan

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SWOT ANALYSIS OF DABUR INDIA LTD

STRENGTHS:- Century Old Company Established Brand portfolio Leader in Ayurvedic/ herbal Product line; Strong hold in Rural Market. Innovativeness in Promotions and has an integrated robust R&D process in raw

material Specifications development, efficacy optimization and safety assessment to ensure quality and performance of the products.

WEAKNESS:- Profitability is uneven across product line Intense Competition from competitors. Low presence in South Indian Market. Little Aggressiveness during the launch and promotional activities of the New

Product. Image in the mind of consumer: AYURVEDIC Company.

OPPORTUNITIES:- Extend Vatika brand to new categories like Skin Care and body wash segments Consumers shifting towards Ayurvedic Medication Exploring new geographical areas- local as well global; Good growth in International

Business Growth prospect in Home Care and Oral Care Segment where the Company share is

atnascent stage.

Launching new Products like Hair oils, Herbal and Gel Toothpastes etc which maps the need of the customers.

THREATS:- Competition in the FMCG sector from well established names Other fields of medicine- Allopathic and Homeopathic Customer is king in FMCG industry. A shift in customer preference can create impact

on Sales Markets where Herbal products are not recognized

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DABUR FOODS LTD. PROFILE

"Where necessity is the mother of invention"

Dabur Foods set up a separate food services network in 1998 to cater the institutional segment. This exclusive network partners institution in developing customized products for them. In turn with the help and facilities of this network, institution like, hotels, airlines, restaurants, caterers and hospitals benefits by offering better services to consumers. With the market understanding and research Dabur Foods developed a new brand called "Nature's Best", which became the first brand of Dabur Food Services Network. Dabur Foods, a subsidiary of Dabur India is expecting to grow at 25%. Its brands of juices, namely, Real and Active, together make it the market leader in the Fruit Juice Category.

Currently the food-service business generates a turnover of Rs 50 crore and is growing between 18-20 per cent. At present the company's institutional buyers comprise a host of BPOs and call centers as well as several bars, hotels, airlines and canteens. It has also started supplying its garlic paste to the Domino's pizza chain. Estimating the food and beverage segment at Rs 1,500 crore, Dabur Foods expects to scale up its presence in this segment by extending the range of its products and going beyond supplying beverages to its institutional buyers. Meanwhile, Dabur Foods is also eyeing generating revenues through the business of category management with retailers. It has already entered into an agreement with the Food World chain to manage its juices category.

Modern trade has yet to get better-organized and not all retailers are using the data to study category management in the country.'' At the same time the company's sales from modern trade still comprise a miniscule segment of its Rs 191 crore sales turnover.

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BRIEF ABOUT REAL BRAND

Réal has been the preferred choice of consumers when it comes to packaged fruit juices, which is what makes India's No. 1 Fruit Juice brand. A validation of this success is that Réal has been awarded ‘India’s Most Trusted Brand’ status for four years in a row.

Today, Real has a range of 14 exciting variants - from the exotic Indian Mango, Mausambi, Guava & Litchi to international favorites like Pomegranate, Tomato, Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple & Mixed Fruit. This large range helps cater different needs and occasions and has helped Real maintain its dominant market share.

A research conducted by Blackstone Market Facts even pointed out that Real was preferred by over 50% of the respondents. What’s more, Real was liked for being the better tasting juice - a category where likeability is primarily driven by taste.

Made from best quality fruits, Real does not have artificial flavors and preservatives, and offer your kids not just great taste, but also FRUIT POWER - the power of fruits… the power to stay ahead. Loaded with the power of Vitamin C, Real fruit juices have all the necessary nutrients that keep you active all day long.

Accolades for Real

• India's No. 1 Fruit Juice brand• Voted as a Super brand• Voted by consumers as the most trusted fruit juice brand for four years in a row• Real awarded the Reader’s Digest Trusted Brand Gold Award 2009 in the food and beverages category.

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BRIEF ABOUT REAL ACTIVE

Real Activ is a range of unsweetened juices that contain no added sugar, color or preservatives. Real Activ juices are made from concentrated juices. After the juice is pressed from the fruit, the water is removed to reduce transportation load. At our factories, during the manufacturing of juices/ juice blends, we add back the equivalent quantity of water. Thus, Real Active Juices have as much juice as present in respective fruit.

Real Activ Apple Juice:- Real Activ Apple juice provides you the goodness of Apples. Apples are packed with nutrients and anti-oxidants and are Very low in sodium.

Real Activ Mixed Fruit Spinach Cucumber Juice:-

Réal Activ Mixed Fruit Spinach Cucumber juice is a refreshing & nutritious blend of fruits & vegetables with the goodness of 8 delicious fruits (Apple, Orange, Passion Fruit, Guava, Pineapple, Mango, Apricot & Banana) and Vegetables like Spinach, Cucumber.

Real Activ Mixed Fruit Beetroot Carrot Juice:

←← Real Activ Mixed Fruit Beetroot Carrot juice is a refreshing & nutritious blend of fruits

& vegetables with the goodness of 8 delicious fruits (Apple, Orange, Passion Fruit, Guava, Pineapple, Mango, and Apricot & Banana) and Vegetables like Beetroot & Carrot.

←

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BRIEF ABOUT HOMEMADE BRAND

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BRIEF ABOUT LEMONEEZ BRAND

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Dabur's culinary range under the Hommade brand includes a range of Cooking pastes (Ginger, Garlic, Ginger-Garlic & Tamarind), Tomato Puree and Coconut Milk. The brand is positioned on the convenience platform. 

Hommade Cooking Pastes

With Hommade pastes, you can experience the same strong distinctive flavour and aroma of freshly ground ginder, garlic and tamarind. Ground slowly over stones, it brings a delicious silbatta-fresh flavour to your cooking. Besides, it comes with the Dabur assurance of quality & purity.Use Hommade pastes at the same stage of cooking as you normally use fresh ginger, garlic & tamarind.

 Hommade Tomato Puree :

Hommade Tomato Puree is prepared from the pulp of hand-picked, juicy, ripe tomatoes. Free of skin & seeds, it adds the delicious tang of tomatoes to your gravy, making it thick, rich and appetizing. And you food become truly hard to resist.A little bit of Hommade Tomato Puree and a little bit of you; Perfect ingredients for tasty, wholesome meals. 

 

Hommade Coconut Milk :

Hommade Coconut Milk is the first pressing extract of superior coconuts, which makes it rich and loaded with goodness. Don't believe us? Dip you finger in Hommade Coconut Milk, and surprise yourself with the thick coat on your finger that refuses to drip.  

A 250 ml bottle of Lemoneez is equal to juice 25 lemons approximately

Lemoneez Advantage:

Do away with hassles of cutting and squeezing lemons.

Provides consistent lemon taste and flavor, anytime of the year.

Lemoneez Usage :

← Prepare Nimbu Pani

Prepare Lemon Tea

Add delicious lemon tang to Salads and Indian Curries,Marinate Meat

In fact, it can be used in place of lemon anywhere

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BRIEF ABOUT CAPSICO BRAND

Raw Material used:

Ingredients- Fresh red pepper, vinegar, salt, cumin oil, permitted emulsifying and stabilizing agents

Description- Long, slender and thin variety of chillies with rich red colour and characteristic flavour and aroma of red chillies

Sourcing- Locations-

Bihar, Andra Pradesh, Rajasthan and Karnataka

Packing- Gunny bags

Product Attributes Finished Products:

Colour Red

Flavour Natural, characteristic red chilli flavour with cumin note

Consistency Freely flowable

Product Benefits:

← Natural mild characteristic red chili flavor, with no added artificial flavors

Right balance of pungency to give the perfect taste and flavor

Maturation in wooden casks for seasons together gives the spicy smooth flavor of red chilies

Prepared under hygienic conditions as per International specifications.

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BRIEF ABOUT NATURE’S BEST BRAND

Under the `Nature's Best' brand meant for its institutional buyers, Dabur Foods now intends supplying tomato purees, ketchups and dressings to the smaller food kiosks and 5-Star hotels. Adds Mr Sharma, "There is a need for packaged solutions, especially from the smaller eating kiosks that lack space in their operations. Besides, tomatoes are used most in Indian cooking.''

Dabur Foods, a 100 per cent subsidiary of Dabur India Ltd, has launched Nature’s Best, a brand that will cater exclusively to the institutional sector. The first product launched under this brand is tomato ketchup.

SALES, PROFIT, EBITDA (including retail) IN 08-09

1311 178.5

16.7% 12.4%

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1123 158.8

H1FY08 H1FY09 H1FY08 H1FY09

Sales (In Rs cr) Net Profit (In Rs cr)

18.7%

H1FY08 56 bps

18.2%

EBITDA %

H1FY09

Retail venture has reported losses to the tune of Rs 10.19 Cores

During H1FY09 and Rs 5.23 Crores for Q2FY09.

SALES,PROFIT,EBITDA(excluding retail) IN 08-0945

1308 188.6

16.5% 17.8%

1123 160.1

H1FY08 H1FY09 H1FY08 H1FY09

Sales (In Rs cr) Net Profit (In Rs cr)

18.9%

18.8%

H1FY08 H1FY09 EBITDA %

SALES GROWTH,REVENUE OF DIVISIONS IN 08-09

40.1%

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22.6%

11.3%

CCD CHD IBD

Sales growth

Revenue

1% revenue in others.

7% revenue in CHD.

19% revenue in IBD.

73% revenue in CCD.

REVENUE OF CCD DIVISION IN 08-09

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FINDINGS

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During my internship I found different crucial points regarding our customers,

products and services.

I found that our products (juices,homemade brand,nature’s best brand) are

being used my top class institutions but slightly lower class is asking for more

discount or saying our prices are too much high.

Some were complaining about products delivery time.

I found one more thing like even in general store our juices were not making

sale due to availability of other compepitors’ brands having lesser prices.

There is another point like most restaurants are preferring fresh juices

In my point of view first our delivery system must be reviewed and must be on

time and faster.As far as our products are concerned we should give a bit more

discount to our long time customers in respect of beating competition and

making brand loyality.

For new slightly lower class customers we must make some pricing strategy to grab their deal also.In terms of awareness of our brands I think we must advertise more to strengthen our brand image.

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SUGGESTIONS

There is a need of promotional activities targeted specifically to small enterprises.

Huge market potential in outskirts and small shops in and around Bangalore (semi urban and rural)

Leveraging and maintaining relation with the suppliers and the distributors at satisfactory levels to place the products and increase visibility in the market.

Providing the products sample for better understanding and touch and taste concept.

CONCLUSION

It was an great opportunity for me to work with the company which has existence of more than 100 years and successfully carrying its business in the immense competitive market.

Following are my learning’s during internship program and reached to following conclusion.

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As our project was to promote the Dabur products specially juices(active and real)and the in commodity category(ginger& garlic paste &cornflor), It was found that these products were mainly used by the big hotels ,medium size hotels and food joints.

It was found that the delays irregularities in supply chain and logistics was responsible for the loss of existing customers.

Discrepancy in price list created issues with clients and potential customers.

The customers who were taking products from the super market as well as big bazaar, were getting more discount as compared to what we were told to offer.

There is a great opportunity of company products in newly open hotels and food joints .

MY POINT OF VIEW

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In my point of view first our delivery system must be reviewed and must be on time and faster. As far as our products are concerned we should give a bit more discount to our long time customers in respect of beating competition and making brand loyalty.

For new slightly lower class customers we must make some pricing strategy to grab their deal also. In terms of awareness of our brands I think we must advertise more to strengthen our brand image.

In my point of view first our delivery system must be reviewed and must be on time and faster.As far as our products are concerned we should give a bit more discount to our long time customers in respect of beating competition and making brand loyality.

For new slightly lower class customers we must make some pricing strategy to grab their deal also.In terms of awareness of our brands I think we must advertise more to strengthen our brand image.

BIBLIOGRAPHY

www.dabur.com

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www.wikipedia.com

Philip Kotler

www.ask.com

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THANK YOU

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