INTRODUCTION

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 village in Bengal. The brand name is derived from the words Dafor Daktar or doctor and burfrom Burman. The principal activities of the group are manufacturing of natural/herbal and ayurvedic product, healthcare and food product and pharmaceuticals. The Group export its products to middle-east and other countries which accounted for 9% of sale .Consumer goods accounted for 70% of 2009 gross revenues; Pharmaceuticals products, 12%;Food products, 6% Ayurvedic products, 6%; and other, 6%. The founder S.K BURMAN was a physician who brought ayurvedic medicines to the ailing masses of Bengal. Dabur commenced operation in 1884 and is today a multinational multi-product enterprise. The company has major interest in health and beauty care.

Dabur is a leader in ayurveda, the traditional Indian health care system. The company manufacturers and markets a range of oncologicals. Dabur is one of the few companies in the world to produce paclitaxel-an anti cancer drug. The company has 12 manufacturing plants in India, Nepal and Egypt. Dabur products are also manufactured in Dubai. It has a transactional network of 19 offices serving both rural and urban markets in India. The company has sales and marketing offices in Dubai and London. Products are available over 50 countries. It has collaborated with leaders in their fields to set up joint ventures in India. The joint ventures are with Agrolimen of Spain, general Deconfeteria India ltd., manufactures confectioneries. the joint venture with Bongrain of France, Dabur has

collaborated with Osem of Israel to manufacture bakery specialties & other food products. Consumer attitudes defined as the decision process and physical activity individuals engage in when evaluating, acquiring using or disposing of goods and services. It also refers to the behavior that consumer displays in searching for purchasing, using, evaluating and disposing off products and services that they aspect will satisfy their needs. An attitude is a behavioral disposition which is part of the structure of human perception. Trained is
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offers a most understood definition of attitude when he says An attitude is an idea charged with emotion which predisposes a class of action ton a particular class of social situation .Any person, product or creation of person or social event can function as a social object. On the basis of above definition of attitude, we can say that a person can have attitudes towards various brands of products and services. Attitudes are generally conceived as having three components. 1- Cognitive- a person `s belief about an object. 2- Effective a persons feeling of like or dislike concerning an object. 3- Behavioral- action tendencies towards an object It includes the study of what they buy, why they buy, where they buy it, how often they buy and how often they use it. As marketers and future marketers, it is important for us to recognize why and how individuals make their consumption decisions, so that we can make better strategic decisions. Marketers who understand consumer behavior have great competitive advantage in the market place. To better meet the need of specific group of consumers, most marketers adopt the policy of market segmentation, which calls for the division of their

total potential markets into smaller, homogeneous segments for which they can design specific products. They also adopt new promotional techniques to vary the image of the product so that they will be perceived as better fulfilling the specific needs of certain target segments- a process now known as positioning.

Consumer attitude is influenced by environment like culture, subculture, and social groups like family. It is influenced by personal influences, personality and attitudes. 1. It has been recognized that cultures that influence consumers. The implication is that although all customers may be biological similar, all over the world, what they value and how they act differ according to their cultural background. The culture is defined as that complex that includes knowledge, belief, art, law, custom and any other capabilities and habits acquired by man as a member of society.

2. The marketers can distinguish more homogeneous sub-groups with in the heterogeneous national society. We refer to these groups as

subcultures. The marketers must understand who is the most relevant subcultures for their particular products and services by knowing the characteristics and behavioral patterns they are in a better position to refine the marketing risk.

3. It is defined as a group consisting in a number of people who have approximately equal position in a society. Product choice and usage among the social groups. Shopping behavior also varies by social class.

4. A group consists of people who have a sense of interaction with each other. Marketers therefore help individuals play their roles by providing the right cost and props to be used in gaining acceptance by some group.

5. The family is both a primary and a reference group. Marketers need to understand the nature of the familys influence on its members and the way in which purchase decisions are made by the members. Individuals influence each others behavior as

consumers. Word of mouth is an oral-communication it is actually a subset of personal influence. Personal influence is necessarily dependant upon the process of communication. Consumer behavior is said to be largely depending on the situation present at that time.

The people shop when need to purchase something. There can be both personal and social motives which influence consumer shopping activities. People can do shopping after looking at window displays also.

Brands that seek to improve both in getting brand users and in increasing their loyalty. Brand loyalty is a challenging goal each marketer seeks to attain. Glucose has got its brand name as a whole. People drink it for taste as

well as a energy drink. It is a product under food division. Many factors affect its purchasing like you have been advised to to drink a energy drink so you consume it for energy only, someone told you that it is good in taste then you consume it for taste.

FMCG Concept and Definition: The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer. Thus, a significant gap exists between the general use and the conceptual meaning of the term FMCG. Further, difficulties crop up when attempts to devise a definition for FMCG. The problem arises because the concept has a retail orientation and distinguishes between consumer products on the basis of how quickly they move at the retailers shelves. The moot question therefore, is what industry turnaround threshold should be for the item to qualify as an FMCG. Should the turnaround happen daily, weekly, or monthly? One of the factors on which the turnaround depends is the purchase cycle. However, the purchase cycle for the same product tend to vary across population segments. Many low-income households are forced to buy

certain products more frequently because of lack of liquidity and storage space while relatively high-income households buy the same products more infrequently. Similarly, the purchase cycle also tends to vary because of cultural factors. Most Indians, typically, prefer fresh food articles and

therefore to buy relatively small quantities more frequently. This is in sharp contrast with what happens in most western countries, where the practice of buying and socking foods for relatively longer period is more prevalent. Thus, should the inventory turnaround threshold be universal, or should it allow for income, cultural and behavioral nuances? Advertisements and sales promotion convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents.The term advertisinig is derived from the latin word adventure which means to turn thokers to wards attention every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards or a service or an idea therefore, it can be said that any thing that turns the attention to an article or a service or an idea might be well called as advertising. Advertising is any paid form of non personal presentation of ideas goals or sevices by an identified sponsor. Advertising and sales promotion both are the methods of promotion mix and are very effective in maximizing the sale of FMCG products. Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than
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they do for other products. The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing several problems on account of increased competition from small and regional players and from slow growth across its various product categories. As a result, most of the companies were forced to revamp their product, marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCG industry had changed significantly. With the liberalization and growth of the Indian economy, the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers personal consumption. The realization of the customer's growing awareness and the need to meet changing requirements and preferences on account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies. These changes had a positive impact, leading to the rapid growth in the FMCG industry. Increased availability of retail space, rapid urbanization, and qualified manpower also boosted the growth of the organized retailing sector. HUL led the way in
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revolutionizing the product, market, distribution and service formats of the FMCG industry by focusing on rural markets, direct distribution, creating new product, distribution and service formats. The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones. Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs.93000 crore. The main contributor, making up 32% of the sector, is the South Indian region. It is predicted that by the end of 2010, the FMCG sector will be worth Rs.143000 crore. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.
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Fast moving consumer goods players Dabur, HUL are among the major companies found to violate Advertising Standards Council of India code during the first quarter of the current calendar year.

ASCI had taken action against 16 advertising campaigns by different companies, of which seven were asked to withdraw, while nine were asked to modify for violation of the codes.

The council asked Dabur India to discontinue its Red Toothpaste commercial after the company was unable to substantiate claims made in a television commercial, in which it said specific indgredients in the product could give the consumer strong teeth.

Hindustan Lever's Clinic All Clear, which is now being endorsed by Bollywood couple Bipasha Basu and John Abraham, was also on the list of defaulters. The company was found guilty of 'false and misleading' campaigns in its hoardings and radio commercials. HUL had projected the shampoo as a solution to hair fall through its tag-line BAAL GIRNEY KA SAWAAL HI NAHI (no question of hair fall). ASCI ordered HUL to remove the hoardings and radio commercials. This time around, several FMCG companies have come under ASCI's (Advertising Standards Council of India) scanner as complaints against their ads have been upheld by the
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Consumer Complaints Council for the period between January and March this year. Dabur, Hindustan Lever, Johnson & Johnson and Colgate Palmolive are the few FMCG majors who have had to withdraw their ads during this period. For Dabur India, it was its Dabur Red Toothpaste; its pack claimed `strong teeth.' The TV commercial claimed `Get strong teeth from Dabur Red Toothpaste which contains laung, pudina and tomar.'According to the complaint made by a member of the dental profession, the ingredients declared on the pack are not scientifically and clinically proved to provide strong teeth. The claim is false and needs to be validated with clinically proven data, said ASCI. The TV commercial has been discontinued. Assurce is awaited from the advertiser on the modification of the promotion message on the product pack, said the advertising standards watchdog. In the case of HUL, the radio commercials for Clinic All Clear Hair Defense claim " Baal girne ka sawaal nahi (question of hair fall does not arise)" was looked upon commercials distort facts and are misleading consumers into believing that Clinic All Clear stops hair fall. The ads from radio and hoardings have thus been withdrawn.

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As the claim relies on a survey conducted by TNS India, one needs to scrutinise the survey design, methodology and questionnaire to check the validity of the survey, study the actual findings and check whether the same reflects in conclusion," ASCI stated. The TV commercial had been discontinued from March this year. For Colgate Palmolive (India), it was its Colgate Sensitive Toothbrush being positioned as the Dentists' No.1 choice, which ASCI objected to. "In the absence of a notation in the advertisement on the source supporting this claim, the advertiser is required to substantiate the claim," read the complaint. In this case, the ad has been discontinued and the advertiser has assured appropriate modification in future use. The study conducted in association with the assistance of Yahoo, MSN, Lycos, and AOL combined a total of 200 FMCG online campaigns executed across Europe. The aim of the study was to quantify the average impact that European ad campaigns have on traditional branding metrics, and create benchmarks for categories such as FMCG which has traditionally not embraced the Internet as a key advertising medium.

The research methodology follows global industry standards set forth by Dynamic Logic (1999) which surveys consumers in two categories;
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campaign exposed and non-exposed. In total 160,000 individuals were surveyed across Europe representing the two groups. The full 'funnel' of branding metrics was surveyed; brands awareness, ad recall, message association, brand favourability, and purchase intent.

The conclusion of the study found that all 5 branding metrics were positively impacted. Similarly to other categories, FMCG brands which advertised online had the highest impact across brand awareness (both aided and unaided) and brand favorability in line with market norms and mirroring similar research from the US. Furthermore, it was found that effective frequency across each of the brand metrics was increasing even at 10+ average exposures, building the case against perceived 'ad burnout' which traditionally is thought to be at much lower average exposures levels. Hence FMCG branding metrics continue to increase with additional exposures.

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DABUR FINANCE LIMITED

Dabur finance ltd. is a well diversified non-banking finance company offering a full array of commercial finance & services. It focuses on transparency, commitment and high quality. Set up in 1992, DFL derives its skills and belief from its parent from its parent organization, Dabur India ltd. It is involved in issue management, portfolio management, leasing and finance.

ECO FRIENDLY DABUR

Dabur is committed to maintain the ecological balance. The companys afforestation programs at planting medical herbs, plants and trees in the Himalayan range. Extending into Nepal this exercise is actively supported by an in-house tissue culture programs.

CORPORATE OBJECTIVE
Corporate goals for the next four years. This journey has been called the STARS PROGRAMME. The specific goals are:

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Sales turnover of Rs. 2000 crs. In 2009-10. Profit after tax Rs. 136 crs. In 2009-10. MAC (Most admired FMCG Company) within the top 5.

QUALITY POLICY

The management is fully committed to quality and ensures all resources to accomplish this task.

QUALITY OBJECTIVES THE COMPANYS QUALITY OBJECTIVES ARE AS FOLLOWS:

- To focus on its customers and successfully meet their needs and requirements. - To manufacture effective health care products at competitive prices and to improve the quality of life of the common masses. - To implement system to ensure prevention of errors rather than detection of errors.

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HISTORY OF COMPANY
M ILESTONES 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 popularizing and making easily available a whole range of products based on the traditional science of Ayurveda. And it has set very high standards in developing products and processes that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on major milestones along the way, setting the road for others to follow. 1884 - Established by Dr. S K Burman at Kolkata 1896 - First production unit established at Garhia 1919 - First R&D unit established Early 1900s - Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic medicines as its area of specializations. It is the first Company to provide health care through scientifically tested and automated production of formulations based on our traditional science.
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1930 - Automation and upgradation of Ayurvedic products manufacturing initiated 1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated 1940 - Personal care through Ayurveda Dabur introduces Indian consumers to personal care through Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it becomes the largest selling hair oil brand in India. 1949 - Launched Dabur Chyawanprash in tin pack Widening the popularity and usage of traditional Ayurvedic products continues. The ancient restorative Chyawanprash is launched in packaged form, and becomes the first branded Chyawanprash in India. 1957 - Computerisation of operations initiated 1970 - Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal toothpowder is made available at affordable costs to the masses.

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1972 - Shifts base to Meerut from Calcutta

1978 - Launches Hajmola tablet Dabur continues to make innovative products based on traditional formulations that can provide holistic care in our daily life. An Ayurvedic medicine used as a digestive aid is branded and launched as the popular Hajmola tablet. 1979 - Dabur Research Foundation set up 1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at that time 1984 - Dabur completes 100 years 1988 - Launches pharmaceutical medicines 1989 - Care with fun The Ayurvedic digestive formulation is converted into a children's fun product with the launch of Hajmola Candy. In an innovative move, a curative product is converted to a confectionary item for wider usage. 1994 - Comes out with first public issue 1994 - Enters oncology segment
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1994 - Leadership in health care Dabur establishes its leadership in health care as one of only two companies worldwide to launch the anticancer 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 2004 - 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 health care. To a commanding position amongst an august league of large corporate businesses.

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2005 - Super specialty drugs with the setting up of Dabur Oncology's sterile Cytoxic 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. 2006 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore 2007 - Dabur demerges Pharmaceuticals 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. 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.

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PROMOTIONAL TOOLS
TYPES OF PROMOTIONAL TOOLS Websites, CD ROM's, email, broadcasting, posters
Fast becoming the most flexible and dynamic media of all. Expensive and challenging to originate but this is where all advertising and customer communications are headed, because the advantages and cost-to-value factors are so great. It's now perfectly feasible to produce all sales literature and brochures, plus lots more besides, in user-friendly, inter-active digital format. Conventional printed sales material are steadily becoming obsolete, and in ten years time the printed brochure will be a real rarity. Websites and CD ROM's share much of the same origination process and therefore cost, and as more agencies develop skills in these areas, and as production technology improves, costs of origination and production will reduce to levels that will threaten to finish off the traditional print industry as we know it. Press and Public Relations (PR)

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The press release is the most under-rated form of advertising. Why? Because its free, and moreover press editorial is perceived by the audience to be true, whereas advertising of all almost all other types is seen as oh no another advert and therefore implies uncertainty or scepticism. Getting your editorial printed for free is easier than you may think, and guidelines for doing so follow in more detail later. TV and radio publicity works in the same way, although more difficult to secure and control.

Direct Mail
This is the process of sending, your material (by itself or in a shared mailing with other items) direct to the address of the potential customer. Components of the process are a list, (your own data-base or names sourced elsewhere) the item to be mailed, facility to stuff and address envelopes, and postal charges, depending on the weight of the item. The last two stages are called fulfillment. Direct Mail is generally used to generate a direct response from the recipient. Response rates vary according primarily to the quality of the list, (ie how 'targeted' it is in terms of your offer). More than 5% is extremely good. Under 1%. is more common. Many mail order organizations are very profitable at responses of less than 0.5%. Your own database will typically produce a response of two or three times that of a list
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sourced elsewhere. List prices vary enormously, from 25 up to several hundreds of pounds per 1000, depending on volume, how specific the list is, and how selective your profiling criteria are. You can also choose whether to have the list on labels, or on a disk in a common spreadsheet or database format. These days it's very easy and highly cost-effective to do your own or outsource a mail merge direct mail, campaign, using a word-processing program in conjunction with the list of names and addresses on a spreadsheet program. Guide price including printed material, list and fulfillment is 500 per thousand. Acid test of the the viability is to assume 0.5% response (ie 5 per thousand) multiplied by the average contribution (sales minus cost of goods or service sold) that you would expect per new customer. If the answer is less than the cost of the campaign you have a good justification to proceed.

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Display advertising
The taking of advertising space in the editorial sections of magazines or newspapers, as opposed to the classified sections, which are a less expensive, and generally lower performing method. All significant publications will be pleased to provide you with their Media Pack, which gives full details of all the types of display advertising available, for how much, together with lots of information about their readership profile and circulation. If you are trying to generate a direct response from display advertising you may need to feature a coupon of some kind. Otherwise display advertising is concerned with image-building and creating awareness. As with other advertising methods, the use of free telephone numbers and Freepost addresses all increase response rates.

Brochures, leaflets and printed material

Brochures and leaflets can be used for a variety of purposes, and can be distributed in different ways. A good printer can provide examples and castings, and the easiest way to learn what works and what doesnt is to look at other peoples material. The aim of a brochure is foremost to generate new

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business through providing information in a way that appeals to the reader. The acronym AIDA (attention interest desire action) should be the basis of its design. Some brochures and leaflets are pleasing pieces of art, but they dont achieve anything for the business, so avoid this trap. If you work with a designer be sure to control any fanciful tendencies and keep to the point. Too much spent on a brochure can give the impression that your business is extravagant. Restrict expenditure to keep material fit for purpose, unless your are targeting a market that expects to pay top prices. Common (and therefore more cost-effective) European leaflet formats are A3 folded to A4, A4, A5, A4 folded to A5, A4 three-fold (gate-fold). However, printed advertising material can be very small indeed, so dont automatically assume A4 format is most cost-effective. When producing leaflets and brochures think about the way that they are to be distributed. If it needs an envelope is there one to fit? If the material is required as an insert is it acceptable to the publication? Is it to be available from a rack? Do you want people to retain the material, so would credit-card size be more appropriate? There are thousands of different types of paper. Letterheads are usually printed on to 90-100gsm (grams per square meter) cartridge, laid or bond. A
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100gsm paper is adequate for single sided mono or color printing. 130gsm is better for double- sided. 200gsm is minimum weight for a post card format. 250-300gsm is used for business cards. Heavier boards are usually measured in microns rather than gsm because density affects weight more at these gauges. Coated matt and gloss art papers are used for higher quality effects, but add to cost. Various lamination processes add more quality and more cost. Full color printing uses the colors black, red, yellow and blue, and requires a plate to be made for each color. Mono printing is black on white and requires just one black plate. Each color can be tinted (ie applied less than 100% solid) to varying degrees across the print area, so with good design even black and white printing can give a high quality effect. Conversely, a poor design can make full color printing look cheap and nasty. If you want something classier than black and white, two color printing can produce amazing results, without the cost of going to full color. Each plate can cost 20 to 50, so you can see that a full color job could cost 200 before any printing at all. As a rule, printing costs reduce dramatically with volume. Mono (black and white) print runs of less than 1,000 are very expensive, and less than 2,000

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for color are prohibitive too. For quantities from one single copy up to the low-hundreds, digital printing is a fast-developing technology that now offers superb quality without need for plates. Expect digital printing to become more cost-effective, more prevalent and competitive with conventional lithographic printing as the capital cost of equipment reduces, and the technology proliferates.

Loose and bound inserts

Inserts, in the form of leaflets, brochures, or other material, are provided by the advertiser to the publication, to be sent out with the magazine or newspaper. You have to produce the materials to be used as inserts which incurs printing costs, and then pay the publication a charge for insertion, usually between 25 and 100 per thousand. There is a big effect from economies of scale. Charges vary according to weight of insert, how many inserts per publication, volume, the narrowness of the circulation profile, and how the publication is itself distributed. Response rates from inserts are almost always lower than direct mail, particularly solos, but inserts are a very flexible and cheap method of distributing an advert. Bound-in inserts cost extra, require longer lead-times, and are favoured by some because they

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dont fall out and consequently are seen by the entire readership, which is two or three times greater than the circulation. Large quantity leaflet drops without the need for envelopes or normal postal charges can be arranged through the Royal Mail, so that your leaflet is delivered at the same time as the normal post. Targeting, based on postcodes and Census data, is possible to a basic degree, and the cost is inclusive in the distribution charges. Royal Mail minimum charge is 500, which, for example, would pay for distribution of 11,900 leaflets weighing no more than 20g. This compares with a cost of over 2,300 for direct mail postage charges, apart from envelopes and stuffing. Other specialized household distributors provide similar services, often piggy-backing on local newspaper deliveries; details can be obtained from the Association of Household Distributors.

Posters sites (hoardings, taxi-cabs, buses)

For advertising considered as public information a variety of poster sites are free to the advertiser, so it makes sense to use these freely, supported by some record system so you keep them up-to-date and utilized. Other sites vary according to nature and cost, from large roadside hoardings to buses,
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taxis and sports grounds. Anywhere that people pass or gather in large numbers is a potential poster site, and as with printed media, audience profile information is available. New sites are being discovered and exploited all the time, such as supermarket trolleys and floors, table napkins, and even public conveniences, and the media extends now into continuous video at post offices and petrol forecourts etc.

Local radio, TV cinema and the Internet

Other forms of targeted media advertising, and now TV and radio are increasingly used by smaller local businesses, although tight geographical targeting is obviously difficult. Cost of production can be a significant factor. Producing your own information and e-commerce on the Internet is now viable for even very small businesses. For consumer businesses, the in online shopping boom has begun, so don't get left behind. All business-to-business organizations should now have a web presence too, if only for PR and communications reasons. Particular styles and origination are required for a good web site, and the medium is no longer passive, so you need to think about integrating
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promotion and advertising to attract people to your site. If you want more information or down-to-earth solid business advice on the biggest can of worms in the history of the world, then please get in touch. If you want technical information on the really esoteric stuff like meta tags and search engine rankings, then the best free source by far is at deadlock.com.

Guide books, Hand books and Newsletters

Publishing your own information material is potentially very effective, and costs can be reduced by incorporating relevant supporting advertising from other organizations wishing to be associated with your services and to target your audience. Guidelines for Newsletters follow later. Alternatively you can advertise in a relevant guide book produced by another organisation. However, be careful to ascertain accurate details of circulation and profile if considering small or unproven publications.

Open days and exhibitions

The advantage of personal contact is that you actually get to talk to your potential customers, which dramatically increases the chances of getting your message across. But there is a limit to how many people you can target

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and access using these methods. Costs of preparation and organisation can be big, and are rarely transparent at the outset so beware.

BUSINESS PLANS AND MARKETING STRATEGY A plan - a statement of intent - a calculated intention to organize effort and
resource to achieve an outcome - in this context a plan is in written form, comprising explanation, justification and relevant numerical and financial statistical data. In a business context a plan's numerical data - costs and revenues - are normally scheduled over at least one trading year, broken down weekly, monthly quarterly and cumulatively. A business - an activity or entity, irrespective of size and autonomy, which is engaged in an activity, normally the provision of products and/or services, to produce commercial gain, extending to non-commercial organizations whose aim may or may not be profit (hence why public service sector schools and hospitals are in this context be referred to as 'businesses'. Business plan - This is now rightly a very general and flexible term, applicable to the planned activities and aims of any entity, individual group or organization where effort is being converted into results, for example: a
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small company; a large company; a corner shop; a local window-cleaning business; a regional business; a multi-million pound multi-national corporation; a charity; a school; a hospital; a local council; a government agency or department; a joint-venture; a project within a business or department; a business unit, division, or department within another organization or company, a profit centre or cost centre within an an organization or business; the responsibility of a team or group or an individual. The business entity could also be a proposed start-up, a new business development within an existing organization, a new joint-venture, or any new organizational or business project which aims to convert action into results. The extent to which a business plan includes costs and overheads activities and resources (eg., production, research and development, warehouse, storage, transport, distribution, wastage, shrinkage, head office, training, bad debts, etc) depends on the needs of the business and the purpose of the plan. Large 'executive-level' business plans therefore look rather like a 'predictive profit and loss account', fully itemized down to the 'bottom line'. Businesses plans written at business unit or departmental level do not generally include financial data outside the department concerned. Most business plans are in effect sales plans or marketing plans or departmental plans, which form the main bias of this guide.
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Strategy - originally a military term, in a business planning context strategy/strategic means/pertains to why and how the plan will work, in relation to all factors of influence upon the business entity and activity, particularly including competitors (thus the use of a military combative term), customers and demographics, technology and communications. Marketing - believed by many to mean the same as advertising or sales promotion, marketing actually means and covers everything from company culture and positioning, through market research, new business/product development, advertising and promotion, PR (public/press relations), and arguably all of the sales functions as well. Marketing is the process by which a business decides what it will sell, to whom, when and how, and then does it. Marketing plan - logically a plan which details what a business will sell, to whom, when and how, implicitly including the business/marketing strategy. The extent to which financial and commercial numerical data is included depends on the needs of the business. The extent to which this details the sales plan also depends on the needs of the business. Sales - the transactions between the business and its customers whereby services and/or products are provided in return for payment. Sales (sales
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department/sales team) also describes the activities and resources that enable this process, and sales also describes the revenues that the business derives from the sales activities. Sales plan - a plan describing, quantifying and phased over time, how the the sales will be made and to whom. Some organizations interpret this to be the same as a business plan or a marketing plan. Business strategy originally a military term, in a business planning context strategy/strategic means/pertains to why and how the plan will work, in relation to all factors of influence upon the business entity and activity, particularly including competitors (thus the use of a military combative term), customers and demographics, technology and communications.

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PRODUCT PROFILE

For persistent dandruff problem, Vatika Anti-Dandruff Shampoo is the natural choice. This herbal treatment is completely safe and cures dandruff from within. Enhancing your hairs natural beauty, without damaging or making it dry. Vatika Anti - Dandruff Shampoo uses the natural goodness of lemon and henna. Cleaning and curing difficult dandruff, while conditioning the hair to give it body and strength.

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37

The natural shampoo that conditions from deep within, while gently cleansing and nourishing your hair. Created by the Vatika Expert with a perfect balance of natural ingredients like henna, green almonds and Shikakai. Unlike chemical shampoos that are harsh, Vatika is mild on your hair, leaving it soft, silky and radiant, with the gentle and caring touch of nature.

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OBJECTIVE OF STUDY

1. To study the consumer awareness of Dabur vatika shampoo.

2. To study the promotional strategy of Dabur vatika Shampoo.

3. To study the consumer satisfaction level of Dabur vatika shampoo.

4. To study the sales distribution parameters in Dabur vatika shampoo.

5. To study the consumer attitude in respect to Dabur vatika shampoo.

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LITERATURE REVIEW

40

LITERATURE REVIEW Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows: When there is a favourable primary demand of particular product.
41

 When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander-- Told about a model which exemplifies the attitude or response of a consumer to an advertisement.

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RESEARCH METHODOLOGY

Research Methodology is a systematic way, which consists of series of actions or steps necessary to effectively carry out research and the desired sequencing of these steps. The marketing research is a process of involves a number of inter-related activities, which overlap and do rigidly follow a particicular sequence. It consists of the following steps 1. Formulating the objective of the study 2. Designing the methods of data collection 3. Selecting the sample plan 4. Collecting the data 5. Processing and analyzing the data 6. Reporting the findings

RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study. A Research Design is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine
43

relevance to the research purpose with economy in procedure. Research Design is broadly classified into three types as 1 Exploratory Research Design 2 Descriptive Research Design 3 Hypothesis testing Research Design On the basis of the objective of study, the studies which are concerned with describing the character tics of a particular individual, or of a group of individual under study comes under Descriptive Research Design.

Descriptive Research Design: In this research design the objective of

study is clearly defined and has accurate method of measurement with a clear cut definition of population which is to be studied.

FORMULATING THE RESEARCH PROBLEM

Two steps are involved in formulating the research problem: 1 Understanding the problem 2 Rephrasing the problem into meaningful terms from an analytical point of view.

44

3.The training sessions are conducted in the beginning of training in order to make us clear about the task provided and how to handle the different situations.

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum of efforts, time and money. Marketing Research Objectives: 1 To undertake a prior market study before doing owns research. . To make an analysis on the basis of the results.

2 Type of Study: Descriptive. 3 Research Area: Ghaziabad. 4 Source of Information: Primary Data. 5 Data Collection Instrument: Questionnaires & Personal Interview. 6 Research Approach: Survey Method.

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THE MARKET PLACE

The Rs. 525 Crore organization Vatika Shampoo market today has a numbers of the homegrown brands like Ayur, Nyle & Chik who have grabbed large share of Vatika Shampoo pie in their respective regions. Vatika is planning to open 30 of its caf 100 parlous in the state of Meerut, Punjab and Haryana. Vatika a market leader in yester years is already not to sure how to gain back its lost ground and cut down its losses, there are many more who are seeking entry to take and an early positioning in the market that is expected to grow faster than any other Herbal products.Managing branded parlour and shops chains may not be as difficult as managing chain of Vatika Shampoo parlous as supply chain mechanism in case of Vatika Shampoo is rather complex but nevertheless increasing supplies of Herbal in pushing companies to develop the market for Herbal products. Vatika Shampoo business in India, estimated at Rs.1200 Crore, till very recently was drive by pushcarts selling Hindustan Levers Kwality Walls or the local brands. Narulas Vatika Shampoo parlous came in vogue only after the arrival of multinationals like Baskin Robins, super store, parlours and the most recent good market value. Parlous have an edge over the rest, at least in the urban market, which contributes the lions share to the industry. Baskin Robbins had a tough building up its cold chain, the largest in India.
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DATA ANALYSIS & INTERPRETATION

After data have been collected researcher turns to the task of analysis them. The analysis of the task of closely related option such as establishment of categories, the application of these calories to raw data through coding tabulation and then drawing. Statistical inferences 1) Coding 2) Editing 3) Tabulation Coding operation is usually done at this stage through which the categories of data was transfer into symbols that may be tabulated add counted Editing was the procedure that improves the quality of data for coding with the stage was ready for tabulation Tabulation was a part of the technical procedure where in the classified data are put in the form of tables.

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TABLE NO.1 Area of Survey Rajnagar Ghantta Ghar Kavi nagar Total No.Of Respondent 35 40 25 100

40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 % 1 st Qtr 2nd Qtr 3rd Qtr 4 th Qtr rajnag ar g hanta g har kavi nag ar

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PREFARANCE GIVEN BY RESPONDENT TABLE NO.2 Brand Dabur Nyle Ayur Chik Other Total No. of Respondent 40 25 20 10 5 100

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0 .4 0 .3 5 0 .3 0 .2 5 0 .2 0 .1 5 0 .1 0 .0 5 0 D a bur Nyle Ayur C hik Other 3 -DC olum n6

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Promotion by Vatika Shampoo Company

TABLE NO.3

Brand Dabur Nyle Ayur Chik Other Total

No. of Respondent 40 25 20 10 5 100

Percentage 31 17 20 22 10 100

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40% 35% 30% 25% 20% 15% 10% 5% 0% 1s t Qtr 2nd Qtr 3rd Qtr 4th Qtr D a bur Nyle Ayur Chik Other

Suggestions given By Retailers TABLE NO.4

Suggestions Price Reduction Increase Advertisement Spent Taste Improvement Distribution Improvement Availability of Freezers Total

No. of Respondent 40 25 20 10 5 100

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Brand Dabur Nyle Ayur Chik Other Total

No. of respondent 40 25 20 10 5 100

40 35 30 25 20 15 10 5 0 1s t Qtr 2ndQtr 3rdQtr 4thQtr Price reduction increa s ea dv .s pent ta s te im prov em ent dis tributionim pov em ent a v a ila bilityoffreez ers

GRAPH.1 Market share of shampoo company

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40 35 30 25 20 15 10 5 0 1st Qtr 2n dQtr 3rd Qtr 4th Qtr Db u r Nyle Ayu r C h ik oth er

GRAPH.2 Availability of product

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6% 27% 38%

17%

12%

Dabur

Nyle

Ayur

Chik

Other

1 Dabur is present in 38% of the retailer surveyed. 2 Nyle is present in 12% of the retailer surveyed. 3 Ayur is present in 17% of the retailer surveyed. 4 Chik is present in 27% of the retailer surveyed. 5 Other is present in 8% of the retailer surveyed.

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GRAPH.3 Preference by consumer

10% 31% 22%

20%

17%

Dabur

Nyle

Ayur

Chik

Other

1 Dabur has liking of 31% among the consumers. 2 Nyle has liking of 17% among the consumers. 3 Ayur has liking of 20% among the consumers. 4 Chik has liking of 22% among the consumers. 5 Other has liking of 10% among the consumers.

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GRAPH.4
On The Basis Of Distribution Channel

7% 17% 36%

22% 18%

Dabur

Nyle

Ayur

Chik

Other

1 36% retailer preferred the distribution channel of Dabur 2 18% retailer preferred the distribution channel of Nyle 3 22% retailer preferred the distribution channel of Ayur 4 17% retailer preferred the distribution channel of Chick 5 7% retailer preferred the distribution channel of Other

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GRAPH.5 Promotion by shampoo company

6% 31% 35%

16%

12%

Dabur

Nyle

Ayur

Chik

Other

1 Promotion strategies of Dabur are liked by 35% of retailer. 2 Promotion strategies of Nyle are liked by 12% of retailer. 3 Promotion strategies of Ayur are liked by 16% of retailer. 4 Promotion strategies of Chick are liked by 31% of retailer. 5 Promotion strategies of Other are liked by 6% of retailer. GRAPH.6
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Retailer suggestion

19%

16%

22% 8% Price reduction Quality improvement Availability of products

35%

Increase advertisement spent Distribution improvement

19% of retailer suggested for Availability of Freezers. 16% of retailer suggested for Price Reduction. 22% of retailer suggested for Distribution Improvement. 8% of retailer suggested for an improvement in taste. 35% of retailer suggested for increase in Advertisement.

FINDING
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As regards outlet exclusivity, I found that the major manufacturers (Nyle and Ayur) have entered into agreement with some retailer to stock only their respective products, which has also adversely affected competition between manufacturers and between the distributors.

Here is some of the finding that I came across as I surveyed the market. 1. An average Ghaziabad retailers is notorious and really very smart he is hard to keep and the company has to make extra efforts to keep him loyal. 2. The power outage was serious problem even in Ghaziabad the sub urban areas like Rajnagar and the urban area like Sanjay Nagar were having serious power outage which was again one reason why retailers were so afraid of stocking up Vatika Shampoo. 3. The Vatika Shampoo market is very cost effective i.e. you need to be good and cheap at the same time to make your product sell well.

4. The Vatika Shampoo business requires that the distribution network be equally good besides there should be proper and timely delivery .

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5. And also replacements should be timely done otherwise chances are that the retailers would shy away from that particular brand. 6. The one reason why Nyle was able to stock its Vatika Shampoos in Daburs freezers was because we provided replacement and they didnt.

7. The company has a very right policy of promoting itself hard at the places where the youth actually hang out. 8. The company I found got the menus printed in city mall where young people actually hang out this may promote company well and get it long time loyalty from customers.

RECOMMENDATIONS

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1. In considering the measures needed to remedy the adverse effects identified our objective has been to establish a framework. 2. I which competition would be effective with as little ongoing regulation as possible. 3. On distribution exclusivity, I recommend that other Vatika Shampoo brands should be restricted from entering into any agreement or arrangement for capacity . 4. Any good distribution channel , any retailer outlet used to stock wrapped impulse Vatika Shampoo. 5. The company should make sure that it doesnt end up fighting with other companies for the remaining freezer space . 6. the company should make sure that whichever market it enters it should sanction enough money to fix freezers at least the shops where the demand is good. 7. On outlet exclusivity, I recommend that the company make sure that the retailer it invests on especially where the company gets the pamphlets printed. 8. And also invests on the outlets fixing up big signboards and also other acceseries like tables and chairs etc.

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9. In that case the company should demand total loyalty and also fix up certain target for that shop. 10. So that if the target is met the company further reward the retailer with further discounts or margins. 11.On distribution, we consider remedies that would regulate the supply by Dabur to independent wholesalers such as specifying the minimum order range besides the distribution should also be perked up. 12. the availability should be such that shortages ever occur besides care must be taken that delivery be quick and that the Vatika Shampoo is not loose or melted. 13.As far as the billings are concerned the company must take proper care that billings be done accordingly. 14. Company has been right in addressing the top shops in town by keeping product and giving other support to bigger retailers.

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LIMITATIONS
Marketing research suffers from several limitations. A large number of problems which are caused by financial constraints, insufficient sample size, and lack of personal contact etc. marketing research only helps managers in decision making process. It provides data and information to the managers but it can not be a substitute for marketing. Limitations of Survey: In this industry, it is very difficult to find the exact figures as the consumption is very low. There is not a particular trend followed in this industry to promote sales. Actions are taken according to the situations and the situation changes very fast in this industry. Sales price vary from retailer to retailer, as the cost price is different for different retailers due to schemes given. The number of shops is very large in number and it is very difficult to cover all of them.

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CONCLUSION
Shampoo industry is very competitive industry and dominance of Nyle makes it tougher for other brands to establish in this field. So in order to compete in this market everything should be perfect with main focus on distribution. The distribution must be proper and retailers must be the main center of focus. They are the people who can make difference. Dabur advertisement is coming on TV and FM Radio in Ghaziabad also. So there is a possibility that sales will increase as more and more people come to know about Dabur shampoo. Advertisement can bring the customers to the shops but after that the retailer is the key person. If he wants he can sell any Herbal. Therefore it should be the combined effort of company and retailers to improve the sales. Also people always prefer change so if we provide them better substitute of Nyle they will welcome this change.

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BIBLIOGRAPHY
1. Kotler, Philip, & Gary Armstrong, Marketing Management Ed-5th. 2. BERI G.C Research Methodology Ed-3rd (Tata McGraw-Hill). 3. Gupta, S.L Sales and distribution process Ed-5rd (1999). 4. Business Today, (Collector Edition, Vol.1). 5. Malhotra .k. Naresh & Das Satyabhusan Marketing Research Ed-6th (Pearson Publication). 6. Sarin Anil (2007), Contemporary Issues in Marketing. Indian journal of Marketing. Vol. 37, pp. 40-44. 7. Indian Journal of Marketing, 8.The Journal of India management &strategy, (May 2011). (July-Sep 2011).

9.Websites:
http://www.dabur.com. www.managementanswer.com

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APPENDIX
QUESTIONNAIRE

Retailers Name: Shop Address: Tel:

1. Which brands keep in your shop? a. Dabur b. Nyle c. Ayur d. Chik e. Other ( ) ( ) ( ) ( ) ( )

2. According to you best distribution channel is of? a. Dabur b. Nyle c. Ayur d. Chik e. Other ( ) ( ) ( ) ( ) ( )

3. Which brand provides best promotional efforts? a. b. Dabur Nyle ( ) ( )

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c. Ayur d. e. Chik Other

( ) ( ) ( )

4. Which Brand is most liked by consumer in Ghaziabad? a. Dabur b. Nyle c. Ayur d. Chik e. Other ( ) ( ) ( ) ( ) ( )

5. Is the Vatika Shampoo easily available to you on ordering to company? a. Yes b. No ( ) ( )

6. Are you satisfied with margin provided by the company of the product? a. Yes b. No ( ) ( )

7. Other competitive brand providing good marginal. -------------------------------------------------------------. 8. Are you satisfied with the quality of these brands ? a. Dabur ( ) ( )
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b. Nyle

c. Ayur d. e. Chik Other

( ) ( ) ( )

9. Are you satisfied with brand name? a. b. Dabur Nyle ( ) ( ) ( ) ( ) ( )

c. Ayur d. e. Chik Other

10. Suggestion from you side to an Vatika Shampoo company is? a. Availability of product should be increased b. Price reduction c. Distribution improvement d. Taste improvement e. Other----------------11. Are you interested in selling Vatika Shampoo? a. Yes b. No ( ) ( ) ( ) ( ) ( ) ( )

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12. If given a choice among following brands of Shampoo, which one would you like to have (choose Only one): a. Dabur b. Nyle c. Ayur d. Chik ( ) ( ) ( ) ( )

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