A PROJECT ON

STUDY 0f marketing strategy & PRODUCT LINE

at Dabur InDIa LImIteD

Submitted to

I IN NF FI IN NI IT TY YE EN NG GE EE EN NI IR RI IN NG G& &M MA AN NA AG GE EM ME EN NT TC CO OL LL LE EG GE E S SA AG GA AR R,, M M..P P..

Submitted by:
Azher saudagar M.B.A. 3rd Sem

Under Guidance
Prof. ASHFAQ SIDDIQUE HOD

DR. HARI SINGH GAUR VISHWAVIDHALAYA SAGAR (M.P.)

ACKNOWLEDGEMENT

I wish to thank all those with whom I have worked, interacted and whose thoughts and insights helped me in furthering my knowledge and understanding of the subject. I would especially like to express my gratitude and sincere thanks to ASHFAQ SIDDIQUE (HOD) whose excellent teaching has left an undeniable print on my mind leading me to prepare this project report in a better way and which would not have been possible without his support and active guidance. I am highly obliged to him for the opportunity that he gave me to work on the marketing strategies of Dabur India Ltd.. The present report has made me learn a lot about the marketing industry as a whole.

Azher saudagar

DECLARATION
I do hereby declare that the project report is submitted as partial fulfillment of the requirement of MBA Program of INFINITY ENGEENIRING & MANAGEMENT COLLEGE SAGAR, (M.P.) The Project has been done under the guidance of SANDEEP JAIN (EXECUTIVE) in SAGAR branch, and PROF ASHFAQ SIDDIQUE Faculty guide INFINITY ENGEENIRING & MANAGEMENT COLLEGE

No part of this report has not been published or submitted elsewhere for the fulfillment of any degree or diploma for any institute or university.

I further declare that all the information, facts & figures furnished in this project Report are based on my intensive research findings.

Azher saudagar
IV sem

CERTIFICATE

This is to certify that this research report entitled Dabur India Ltd. Is the original work of Azher saudagar and it has been completed under my supervision.

FACULTY GUIDE Prof. ASHFAQ SIDDIQUE

CONTENTS
I ACKNOWLEDGEMENT II DECLERATION III CERTIFICATE ORGANISATIONAL PROFILE a. Objectives b. Introduction c. Companys History d. Management and Ownership structure e. Vision f. Companys Profile MARKETING ANALYSIS OF DABUR INDIA LIMITED a. Concept of Marketing b. Marketing Mix c. 4 Ps of Marketing DATA ANALYSIS AND INTERPRETATION FINDINGS AND RECOMMENDATIONS CONCLUSION AND SUGGESTION BIBLIOGRAPHY

OBJECTIVE

To study the present marketing strategy of Dabur India Limited To study the effectiveness of marketing strategy Of Dabur India Limited To know about the portfolio of Dabur India Limited

INTRODUCTION

Before the industrial revolution the emphasis was on production of better quality article. Production was carried on small scale and in most cases production was carried on in small quantities only when an order was placed in advance. In modern days production is carried on not only in large scale but also in anticipation of future demand. This situation had brought into sharp focus the other function of management as Marketing, Finance and Human Resources etc. The functioning of all these areas of management in a vibrant way full of vitality is important to the sustenance and advancement of the company towards prosperity. Dabur India Ltd. Is a company where a balance of all these fields exists and where they perform in a perfect harmony. Dabur was set up in 1884 by Dr. S. K. Burman, a physician tucked away in Bengal, to produce and dispense Ayurvedic medicines. His mission was to provide effective and affordable cure for ordinary people living in far-flung villages. Reaching out to a wide mass of people who had no access to proper treatment, Dr. S. K. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house, to a household name that at once evokes trust and reliability. Dabur India Limited is India's leading FMCG Company with interests in health care, personal care and foods. Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. The products of Dabur are marketed in more than 50 countries worldwide.

The company has 2 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) 3 Subsidiary Group companies - Dabur Nepal and Dabur Foods Ltd & and Dabur International. Dabur International has 4 step down subsidiaries Dabur Egypt Ltd., Asian Consumer Care Pvt. Ltd. (Bangladesh), African Consumer Care Ltd. (Nigeria) and Weikfield Intl. (Egypt)

HISTORY OF DABUR

Dabur was incorporated in 1884 in a small Calcutta pharmacy where Dr. S. K. Burman launched his mission of making health care products. With the growing popularity of Dabur products, in 1986 Dr. S. K. Burman set up Daburs first manufacturing plant for mass production and in the early 1900s Dabur ventured into the business of nature based ayurvedic medicines for which standardized drugs were not available in the market. In 1936 Dabur sets up Dabur India Limited and a new manufacturing plant is set up in Faridabad on the outskirts of Delhi. In 1979 one of the largest and best equipped production facility was started near Sahibabad along with the formation of Dabur Research Foundation (DRF) signaling the launch of research operation in the pioneering area of health care. In 1986 Dabur became a public limited company and raised its first public issue in 1994 with the company share issued at a high premium and oversubscribed twenty one times. For better operation and management 3 separate divisions were created in 1996 according to the product mix, namely Health care products division, Family production division and Dabur ayurvedic specialties limited. In 1997 Dabur enters full scale in the nascent processed foods market with the creation of the food division. Project STARS (Strive To Achieve Record Success is initiated to give a jump start to the company and accelerate its growth performance) and in 2000 Dabur established its market leadership status with a turnover of Rs 1000 Crores. In 2005, Dabur acquired Balsara. Dabur crossed $ 2 billion market cap in 2006. Dabur foods merged with Dabur India in 2007.

From a small beginning and upholding the values of its founder, Dabur entered the august league of large corporate business. Dabur has also ventured into the specialized health care area of cancer treatment with its oncology formulation plant at Baddi in Himachal Pradesh and extended its global partnerships by entering into joint ventures with Osem of Israel for food and Bongrain of France for cheese and other dairy products. Dabur India Limited today is the third largest FMCG Company in India after a takeover of Balsara India Limited and with interests in Health care, Personal care and Food products. Powerful brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real are the major contributors to Daburs turnover of Rs.2396 crore.

MANAGEMENT & OWNERSHIP STRUCTURE Board of Directors Dabur has an illustrious Board of Directors who are committed to take the company onto newer levels of human endeavour in the service of mankind. The Board comprises of:

ViceChairman Dr. Anand Burman Chairman Mr. Amit Burman

Whole Time Directors

Mr. P.D. Narang

Mr. Sunil Duggal

Mr.Pradeep Burman

Non Whole Time Promoters, Directors

Mr. Mohit Burman

Independent Directors

Maharaja Gaj Singh

Mr. P N Vijay

Mr. R C Bhargava Dr. S. Narayan

The C.E.O

Sunil Duggal Chief Executive Officer Dabur India Limited

COMPANYS PROFILE

Dabur India Limited is Indias fourth largest FMCG company. The first Dabur plant was set up in 1896 and research laboratories established in 1919. Dabur became a public limited company in 1986. In 1998, the Burman family, the original promoters, handed over the day-to-day running of the company to professionals. With effect from 1 April 2005, Balsara Home Products became a subsidiary of Dabur. Apart from Balsara, Dabur has five other subsidiaries Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur Pharma. Dabur has been marketing its products in more than 50 countries all over the world. The company has offices and representatives in Europe, America and Africa. Manufacturing facilities are spread across three overseas locations. Dabur India Limited holds its speciality in AYURVEDA. Ayurveda, the ancient Indian system of medicine based on natural and holistic living, derives from two Sanskrit words -Ayu or life, and Veda or knowledge. This Science of Life analyses the human body through a combination of the body, mind and spirit. Originating nearly 5,000 years ago, Ayurvedic texts were researched by Dabur in its quest for natural remedies. Today, its application in modern life has been renewed through the scientific research and validation undertaken at Dabur. Other than ayurvedic specialities Daburs product range also

encompasses health care, hair care, oral care, baby care, home care, food segments and digestive products . Some of the well-known brands include Amla Chyawanprash, Hajmola, Lal Dantmanjan, Nature Care and Pudin Hara.

Part of the companys success came from its highly active sales network. A significant proportion of Indian population, which would be top one billion before the drawn of the 21st century, still lived in rural regions and in extreme poverty. For much of this population, personal care products remained luxury items. Yet the company recognized the importance of building its brand in this region and as such the company developed a vast sales network and much more than 150000 villages. In 2002 the company prepared to enter a new management era and appointed Mr. Sunil Duggal as the C.E.O of the company. He joined in 1995 as General Manager (Sales & Marketing), and since then, with his dynamic spirit and leadership abilities he has led the company to achieve new heights and becamer the CEO of the Company, and with his valuable experience steering the company ahead in its growth plans. Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Their story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to their partners and stakeholders. The results of the policies and initiatives speak for themselves. of this network was based on an army of independent, direct sales agents, who hawked the companys products in

The shareholding pattern of the company last year is as follows -:

Promoters Non promoter corp. hold Public & others 71% 21% 8%

SHARE HOLDING PATTERN

Promoters

21% 8% 71%
Non promoter's holdings Public and others

Dabur India Limited is India's leading FMCG Company with interests in health care, personal care and foods. Dabur has a history of more than 100 years and the company has carved a niche for itself in the field of Ayurvedic medicines. The products of Dabur are marketed in more than 50 countries worldwide. The company has 2 major strategic business units (SBU) Consumer Care Division (CCD) & Consumer Health Division (CHD), and 3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur International. Dabur International has 5 step down subsidiaries - Dabur Foods, Dabur Nepal, Dabur Egypt, Dabur Oncology and Dabur Pharma.

STRATEGIC BUSINESS UNITS

CONSUMER HEALTH DIVISION (CHD) The consumer healthcare division includes products of the erstwhile Ayurvedic Specialists Division and a set of over the counter (OTC) products based on the ayurvedic medicinal platform. The division is supported continuously by in-house research to provide complete care for varying individual needs. These products are backed by the most modern scientific test and trials and ensure unfailing quality and safety. The CHD is divided in the following four categories:

Health supplement Dabur Chyawanprash

Baby care Dabur lal tail

Digestives Hajmola Mast Masala

Natural cures Shilajit fold

Glucose D

Dabur baby olive oil

Hajmola Candy F

Nature care

Dabur janma ghunti

Pudin hara

Sat isabgol

Pudin hara G

Shilajit

Anardana

Ring Ring

Hajmola Candy

Itch care

Dabur Honey

Back-Aid

Shankha Pusphi

Dabur balm

Sarbyna strong

CONSUMER CARE DIVISION (CCD)

The Consumer Care Division (CCD) that deals with pure FMCG products is a result of the merger between the personal care products division and the healthcare products division. The divisions portfolio includes health supplements, digestives and confectionery, oral care, hair care, and baby and skin care. The various categories under CCD are:

Hair care oil - Amla hair oil

Skin care - Gulabari

Hair care shampoo - Anmol silky black shampoo

Oral care - Dabur red gel

- Amla lite hair oil

- Vatika fairness face - Vatika henna conditioning shampoo - Dabur red toothpaste pack

- Vatika hair oil

- Anmol sarson amla

- Vatika anti-dandruff shampoo

- Dabur lal dant manjan

- Amla Hair Oil

- Anmol natural shine shampoo

- Dabur binaca toothbrush

- Amla Lite Hair Oil

- Vatika Hair Oil

-Anmol Sarson Amla

SUBSIDARIES

DABUR FOODS LIMITED (DFL)

Dabur Foods a 100% subsidiary of US $ 3 billion Dabur Group realized the potential of the processed & packaged food industry (4th largest in the world), began operations as a separate division in the year 1999. It established brands in a market where the barrier to accept packaged food is high, and the fledging processed food industry was in a nascent stage in India. Today, Dabur Foods has kept its promise not only to the Indian consumers but to the world by providing them the very best products in packaged food class. Dabur Foods has a distribution networkthat covers175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease. With an understanding on the nuances of food distribution, the company has developed a unique handling and storage process, which ensures the minimum damage and expiries. To deliver fresh, the company has created a separate channel for retail and food services. With a dedicated system and logistics process, it achieves a balance between sales and production. Realizing the potential in the distribution network, Dilmah Tea, worlds 3rd largest tea brand, partnered with Dabur to reach the Indian Market.

MARKETING ANALYSIS OF DABUR INDIA LIMITED

CONCEPT OF MARKETING
Market in common language is a place where business is conducted or in other words where goods and services are exchanged. The term market is used in variety of contexts. It can be a wholesale market & Retail market. The managerial awareness and desire reflected in the consumer orientation for an all-out commitment to the market consideration and marketing operations to the consumer needs has given birth to new operational notion called the Marketing concept. Marketing as the word suggests simply means identifying needs of the customers or in others words to know about the pulse of each & every customer. A social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products & services of value with others. The following are important elements for a marketing exchange to take place:a. Presence of at least two parties- Buyer and Seller. b. Both parties must have something viewed valuable by each other. c. Both parties are free to accept or reject the offer. d. Each party feels desirable to deal with each other. e. Each party is capable of communication and delivery. Marketing planning, involves buying different and functionsmarketing research, product

assembling,

packaging,

storage,

warehousing,

Transportation, promotion & selling. These functions helps the firm to realize its profit goal by actualizing potential exchanges with the customers.

MARKETING MIX
Marketing mix refers to the ingredients or the tools or the variables which the marketeer mixes in order to interact with a market. It is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Marketing mix includes the following activities -product planning, pricing, branding, packaging, channels of distribution, displays, physical handling, advertising etc. All the activities listed above create what a marketeer offers to the market. It is through these that market is created and managed. The above list of marketing mix elements was reclassified by McCarthy into four categories popularly known as four Ps of marketing -: product, price, place and promotion.

PRODUCT Product mix Packaging Labeling Product quality Branding

PLACE Channel strategy Intermediaries Channel conflict Channel selection Physical distribution

PRICE Price methods Pricing strategies Price policy Price changes

PROMOTION Promotion mix Advertising Sales promotion Personal selling Publicity Public relations

4 PS OF DABUR INDIA LIMITED

PRODUCT PRICE PLACE PROMOTION

PRODUCT
The product is the physical good or service offered to the consumer. The product is the most visible element of the marketing mix. When a firm introduces a number of products over time gradually, its offerings become many. That is, the firm becomes a multi product firm. Similarly, Dr. S. K. Burman started a small pharmacy in Calcutta in 1884 where he launched his mission of providing health care products. Which was later made a full fledged company Dabur (Dr. S. K. Burman) India Limited started with only few ayurvedic medicines. But now it has a bigger portfolio of products of variety of brands like hair care, health care, baby care & other different types of Home & Personal care products along with food and digestive products. Further the company can increase the depth of an item in the line by adding new variants. For example Dabur has added different flavours like orange and lime to its Glucon D. Daburs diverse product range is today manufactured in 9 manufacturing facilities within India and 5 other worldwide. Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. Over the past two years, Daburs product portfolio has been systematically overhauled through re-launches and brand extensions, even as fresh forays have been made into new categories such as hair, skin care and home care. Recently two new products, disinfectant cleaner and kitchen cleaner under Dazzl brand. All these launches of new kinds of products will help the company to capture the potential market arising from the growing needs of the fast expanding market, especially the aspiring and affluent Indian household categories.

Dabur brands are broadly divided in to six categories:1) Health Care 2) Personal Care 3) Home Care 4) Ayurvedic Specialities 5) Foods 6) Guar Gum

HEALTH CARE PRODUCTS

Dabur Chyawanprash and Chyawanshakti Dabur Chyawanprash has anti-oxidant properties & strengthens your body's internal defense mechanism, the immune system. Thereby protecting you from everyday infections, cough, cold & stress etc.

Dabur Glucon D

It's a ready source of energy to fight tiredness and refresh you instantly

Dabur Honey

Health Ka Meetha Meetha Raaz. The purest golden honey collected from freshly harvested beehives. With the finest flavor, texture, and aroma, right down to the last drop. Absolutely pure, natural and with no artificial preservatives, additives or sweeteners. Dabur honey adds health and good taste to your food table.

HOME CARE PRODUCTS Odomos It is a effective mosquito repellent and safe for the skin.

Odonil It is a range of perfumed air fresheners, available in forms of block and aerosol forms.

Odopic It is an effective and economical dish washing product containing feldspar.

Sanifresh

Sanifresh is a specialist toilet cleaner that comes with a guaranteed germ kill formula.

PERSONAL CARE PRODUCTS

HAIR OILS

Dabur Amla Hair Oil Dabur Amla Hair Oil contains natural extracts from Amla which is good for hair.

Dabur Amla Lite Hair Oil Dabur Amla Lite Hair Oil is the non sticky version of Dabur Amla Hair Oil.

Dabur Vatika Hair Oil It is a delicate mix of coconut oil with special hair care herbs.

Dabur Anmol Sarson Amla Hair Oil It is the oil made from the extracts of Amla and Sunflower seeds.

SHAMPOOS

Vatika Henna Conditioning Shampoo It is a natural shampoo made from herbs like Henna, Shikakai and Green Almonds Vatika Anti-dandruff Shampoo

It is a naturall shampoo fighting dandruff problems in a better way without and side-effects as in case of chemical shampoos.

Vatika root strengthening shampoo It is a special shampoo enriched with coconut milk that nourishes hair from the root to the tip and strengthens them.

SKIN CARE
Dabur Gulabari Dabur Gulabari Premium Gulab Jal is the extract from fragrant roses. Vatika Fairness Face pack It is a ready to use fairness face pack.

Vatika Saffron Glow Soap The new Vatika soap variant has natural ingredient like Saffron and Sandal.

ORAL CARE Dabur Red Toothpaste Toothpast prepared from hebs that fight oral problems like bad breath, toothache and germs. Bianca Toothbrush Toothbrush that comes in different variants with different features. Dabur Lal Dant Manjan

The hebal Ayurvedic red toothpowder wich is widely used in the rural areas.

Babool Toothpaste It is a natural toothpaste containing Ayurvedic and medicinal benefits of Babool tree.

Meswak Toothpaste

Meswak is scientifically formulated toothpaste from pure extract of the miswak plant the famous toothbrush tree that has been used for centuries.

Promise Toothpaste This toothpaste contains natural and time tested clove oil, that helps keep the teeth strong and the gums healthy.

FOODS Real Fruit Juice

Real juices are prepared from the best quality fruits to ensure consistent quality all round the year. Packed with natural goodness of fruits, these juices have all the ingredients to keep you happy and healthy. Real juices have nine variants namely, Orange, Mango, Litchi, Guava, Tomato, Mixed Fruit, Grape, Pineapple and Cranberry.

REAL ACTIV The Real Activ ranges of natural fruit juices are free of any additives and preservatives. They are thus, cholesterol free and sodium-free and also contain all the essential nutrients required for good health.

Dabur foods have recently launched the fruit-veggie range under the brand of Activ. The variants in this range of juices are:

1. Fruit Juices: Orange Apple

2. Fruit Veggie range: Beetroot-Carrot Orange Carrot Spinach-Cucumber

COOLERS These fruit drinks/juices are the latest addition to the kitty of Dabur Foods Limited. Coolers are drinks of cooling fruits, summer fruits like watermelon, green mango, pomegranate and Jamun. These drinks are cooling drinks which help you to beat the summer heat by cooling you from inside and maintaining the body water level. There are four variants of this range available in the market currently namely, ----Watermelon Pomegranate Aampanna Jamoon

CAPSICO

This is a hot fiery sauce which is made from pepper and chilli .It can be used in various ingredients like pizzas ,salads etc.

LEMONEEZ

No matter how expensive lemons get, Dabur Lemoneez makes sure they dont pinch the customers wallet. Priced at very reasonable prices for the natural juices of 30 handpicked lemons.

HOMMADE

Dabur Foods has launched a couple of products under the Homemade brand portfolio. These include: --Homemade Coconut Milk Homemade Soups --Homemade Ginger-Garlic Pastes Homemade Tomato Puree

Hommade Ginger-Garlic Paste

Homemade Coconut Milk:

Homemade Tomato Puree:

 Homemade Soups:

Baby Care

Dabur Lal Tail Dabur Lal Tail is a natural Ayurvedic baby massage oil, which contains the properties of time tested herbs. These strengthen the baby's bones and muscles, and help him/her stay ahead, It is useful for flabby, dry skin and wrinkles occurring during rickets.

Dabur Janma Ghunti

Dabur Janma Ghunti, an Ayurvedic medicine, plays a dual role in the all-round growth of infants. It acts as an effective remedy for stomach ailments arising out of teething such as flatulence, constipation, diarrhoea, vomitting etc. Dabur Janma Ghunti also helps in the growth process by expelling intestinal worms and toning up the digestive system of the infant with the goodness of traditional Ayurvedic ingredients like Anjeer, Kishmish, Ajwain etc.

Dabur Gripe Water Dabur Gripe Water contains ingredients like Sarjikakshara and Mishreya tail, which are very useful in guarding your baby against common stomach problems like afara, aittan, indigestion and acidity. It's regular use ensures that teething causes no problems for your baby.

Digestives
Hajmola It is originally a Ayurvedic digestive medicine, which was first to be branded as a product. It is a mix of Indian culinary herbs, spices and edible salts. Hajmola is the market leader with 75% share of digestive tablets segment in India.

Hingoli It is a Ayurvedic medicine to stimulate digestion and relieve from gas.

Pudin Hara G

Dabur's Pudin Hara G - for quick relief from gas and acidity. Completely natural, herbal and safe. And reinforced with the extra goodness of mint (pudina) for instant action against conditions of flatulence.

Pudin Hara Dabur Pudin Hara gives quick relief from stomachache, gas and indigestion. Its is a trusted fast action remedy for stomach disorders. Pudin Hara is completely natural and safe.

EXPANDING PRODUCT PORTFOLIO

Daburs pioneering efforts to develop techniques to bring natural branded products to Indias people gradually had an impact on their entire portfolio of brands. Still, Dabur looks to exploit other growth opportunities by renewing its products and entering into new segments.

Dabur India Ltd, plans to double its revenues in two years by ramping up its product range and launching new categories of food and personal care merchandise, a top official said. The company will soon introduce male grooming, skincare and ready-to-eat products to widen its consumer base. The male grooming market in India has less momentum and is an interesting segment. We plan to introduce products in the hair care, deodorant and skincare range for male care, said V.S. Sitaram, executive director of the consumer care division at Dabur.

While Dabur intends to aggressively enter new segments, it is also revamping its existing personal care portfolio by repackaging and adding new product lines. For instance, it will launch Vatika hair conditioner in the next few days, and other hair care products such as gels and creams would follow suit. We are looking at launching a completely new skincare line with products such as cleansing lotion, anti-ageing solutions, and body skincare range under a different brand name, Sitaram said.

In the past one year, the company has relaunched almost 60% of its products and introduced 10 new items such as Dazzle surface cleaner and health drink Chyawan Junior. Dabur is also extending its Gulabari rose water brand to launch lotions, cold creams and face freshener sprays. Daburs new strategic focus is to go beyond fruit juices. They are looking forward to enter the processed foods, fruit-based milk or yogurt and readyto-cook and ready-to-eat market under a different brand name.

Market Share of Dabur

Dabur India Ltd. is Indias third largest fast moving consumer goods company by sales. Some of their achievements are

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

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

Leader in herbal digestives with 90% market share Hajmola tablets in command with 75% market share of digestive tablets category

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

PRICE

Price is normally expressed in monetary terms. It is worth of a product or service in monetary terms. Price is the value which a buyer passes on to the seller in lieu of the product or service provided. Price is a crucial determinant of the fact whether the exchange between the buyer and seller should materialize or not. While pricing the products three main factors should be kept in mind -: 1. Cost 2. Competition 3. consumer demand Pricing Strategies of Dabur Dabur has stepped up the pace of new product launches and is investing ad spend and marketing. The entire product portfolio is also tweaked to include premium offerings such as more variants under almost every category, like Dabur Vatika Hair Oil is available in 3 different versions . Dabur is today seen as far more proactive in the market. Dabur is now an external oriented company. Across the whole organization the company have one definition of winning, and that means not just growing, but growing completely. Over the last two years, Dabur has maintained its operating margins through judicious price hikes across products and reduction in pack sizes. The three main factors affecting the pricing strategies have been discussed below -:

I.

COST

One of the most important factor to take care while pricing is the cost costs set the floor for pricing decisions. There are two types of cost variable cost and fixed cost. It is important that the price should recover all costs including a fair return for undertaking the marketing effort and risk. II. COMPETITION

Competition is another important consideration while pricing. When a firm does not face any competition it can enjoy complete freedom in fixing its price. But when there are competitors selling the same or similar products, the pricing freedom is considerably reduced. Its price must fall in line with the competitors. Similarly Dabur India Limited also has many competitors. But Daburs top selected competitors are:1. Hindustan Unilever Limited 2. Proctor and Gamble 3. Pepsi co. 4. Colgate Palmolive 5. Godrej Industries 6. Marico Ltd. III. etc.

CONSUMER DEMAND

Dabur learned that the majority of Indian population tends to go towards the Indianised natural and herbal products thus they made it their USP. Dabur is efficiently leading the market with this product range, providing the customers with special products easily.

PLACE
Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Making the products available to the customers require development of channels of distribution and physical distribution of products. CHANNELS OF DISTRIBUTION Channels of distribution refers to the path taken by the goods in their movement to the customers. For instance, the toothpaste we use is manufactured in the factory of a company Dabur. But before it reaches us it passes through the hands of many middlemen who help it come to you in right time, at right place and in right quantity. Daburs distribution network is recognised as one of its key strengths. Its focus is not only to enable easy access to our brands, but also to touch consumers with a three-way convergence - of product availability, brand communication, and higher levels of brand experience. A Diagram explaining the channels of Distribution is given below The above diagram it shows channel of distribution of dabur foods, here first the products are manufactured and from Manufacturing plants the packed goods are supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are then further supplied to number of Stockiest or Distributors, from here goods reaches to large number of Retailers and it is the duty of Stockiest to take orders from retailers and then supply the goods to them, this work is generally done by stockiest salesman through ready stock or by taking orders first and then placing the order. From here the goods finally reaches to Customers. Customer purchases the product from retailers.

Manufacturing Plant

Clearing and forwarding agent (different regions)

Stockist A

Stockist B

Stockist C

Retailers

Retailers

Retailers

Retailers

Retailers Retailers

U M

E R

STOCKIEST OR DISTRIBUTORS Stockiest store the products in their godowns, C&FA supplies the goods to them as per their order. Stockiest has some sales men working under him, they are known as stockiest sales man. Their work is to place the products in the market and take order from retailers and then supply goods to them. Sales man either take ready stock with them or they first take orders and then supply goods later on. There is a beat which is a schedule route of sales man, means sales man has to daily cover the route as mention in the beat. Merchandising, making products visible, pasting posters, putting banners, and seeing that goods are properly placed in the retail outlets is also the duty of stockiest sales man. Companies sales officer keeps a check on the stockiest and monthly report is also prepared which is further analyzed by ASM & ZSM.

RETAILERS Retailers are backbone of the company as they are the one who can take the product on new heights or can bring it down to toes. Stockiest supplies goods to retailers and tries Persuading retailers to give the brand special displays (using merchandising tools) to get affective brand presence, and arranging it in more noticeable manner. Margin of retailers is always higher than stockiest. Retailers are the ones who have direct contact with the customers. Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets making its product available to the consumers across the country at ease.

PROMOTION
Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. The promotion element of marketing distribution mix is concerned that sales with goals activities are that are There undertaken are to communicate with both customers and participants in the channel of such realized. different promotional activities like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the advertising of Real Fruit Juice and Real Active. So far the company has been successful in this mission as the people now know the brand and ask for its products by name.

Sales promotion An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion involves short-term incentives to encourage buyers to purchase a product. It's aim is to encourage immediate purchase of a product. If used too often however, sales promotion can create a situation where consumers will not buy unless there is a bonus offer. This will result in loss of profit for the company. More than any other element of the promotional mix, sales promotion is about action. It is about stimulating customers to buy a product. It is not designed to be informative a role which advertising is much better suited to. Sales promotion can be directed at: The ultimate consumer (a pull strategy encouraging purchase) The distribution channel (a push strategy encouraging the channels to stock the product). This is usually known as selling into the trade

SALES PROMOTIONAL TOOLS OF DABUR FOODS Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons Multi-packs Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate Price / Bonus Packs

DATA ANALYSIS AND INTERPRETATION

MARKET SIZE ANALYSIS OF COCONUT MILK

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 30 120 150

PRODUCT: COCONUT MILK

NO. OF ACCOUNTS USING 20%

NO. OF ACCOUNTS NOT USING 80%

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

FINDINGS : If we talk about the market size of coconut milk than there are only twenty (20%) percent institution which is using coconut milk and eighty (80%) institutions are not using coconut milk, most of institutions are using coconut cream and coconut powder.
According to feedback it is used in preparing sea food.

PACK SIZE(USED) ANALYSIS OF COCONUT MILK

AVAILABLE PACK SIZE 200 ML 400 ML 1 KG NOT USING TOTAL NO. OF ACCOUNTS USING 9 19 2 120 150

200 ML 6%

400 ML 13% 1 KG 1%

200 ML 400 ML 1 KG NOT USING

NOT USING 80%

PACK (USED)SIZE ANALYSIS

FINDINGS: The coconut milk is available in different-2 pack size (200,400ml &1kg) and pack type is also different. Some companies have introduced it in tetra pack and some companies also introduced in tin packing.

BRAND USING ANALYSIS OF HONEY

BRAND NAME DABUR MARRY FOODS NOT USINS TOTAL
NOT USINS MARRY FOODS 9% 1%

NO. OF ACCOUNTS USE 134 2 13 149

DABUR MARRY FOODS DABUR 90% NOT USINS

EXISTING BRANDS AND MARKET SHARE

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are two (2) brands available in market named as REAL HONEY (DABUR):-Real honey (Dabur) is the market leader with the ninety (90%) percent market share. Most of the market is captured by Dabur honey. There is no complained in terms of quality and rate. but now the share of Dabur honey is decreasing day by day, due to some reason There is no pack size less than 500 Grm (institutional). Now days institutions has started using small pack size (15 grm) it is known as Honey on the table. HONEY(MARRY FOODS-MUMBAI):-It is the new emerging company and catering small honey pouch packing known as HONEY ON THE TABLE .it has captured one (1%)percent market share.

MARKET SIZE ANALYSIS OF HONEY

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 137 13 150

NO. OF ACCOUNTS NOT USING 9%

PRODUCT: HONEY
NO. OF ACCOUNTS USING NO. OF ACCOUNTS USING 91% NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

FINDINGS:According to research findings ninety one (91%) percent institutions are using honey. There are only nine (9%) percent institution are not using honey. Thats why the ninety percent market is potential.

PACK SIZE(USED) ANALYSIS OF HONEY

AVAILABLE PACK SIZE 250 GRM 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG N0T USING TOTAL NO. OF ACCOUNTS USING 1 40 1 95 13 150

N0T USING 8%

250 GRM 1% 500 GRM 27%

PACK SIZE (USED) ANALYSIS

250 GRM 500 GRM 15 GRM(HONEY ON TABLE POUCHE ) 1 KG N0T USING 15 GRM(HONEY ON TABLE POUCHE ) 1%

1 KG 63%

RECOMMENDATION:There is no problem in terms of packing type and packing size but according to market share analysis the market share of real honey (Dabur) Is decreasing day by day. Because there is a pack size of 15grm pouch (Honey on the table) is launched by marry foods LtdMumbai and institutions are more interested to use it. So to maintain the market share we also need to launch this type of pack size.

BRAND USING ANALYSIS OF TOMATO PUREE

BRAND NAME KAYTIS GOLDEN CROWN DABUR(NATURES BEST ) NOGA FRUTINS TOPS KISSAN MORTAN MID LAND GURUJI NOT USING TOTAL NO. OF ACCOUNTS USE 39 26 2 8 19 8 2 7 3 2 34 150

EXISTING BRANDS AND MARKET SHARE

KAYTIS GOLDEN CROWN DABUR(NEATURS BEST ) GURUJI 1% MID LAND 2% NOGA FRUTINS TOPS MORTAN 5% TOPS 5% FRUTINS 13% NOGA 5% DABUR(NATURE,S BEST ) 2% KISSAN GOLDEN CROWN 17% MORTAN MID LAND GURUJI NOT USING

NOT USING 23%

KAYTIS 26%

KISSAN 1%

FINDINGS AND RECOMMENDATION

After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as KAYTIS:-It is the market leader with twenty three (23%) percent market share. It is the most popular brand in the market. GOLDEN CROWN:-It is the market challenger with seventeen (17%) percent market share. It is the second most preferred brand in the market. NEATURS BEST (DABUR):-It has two (2%) percent market share NOGA:-It has five (5%) percent market share. FRUTINS:-It has thirteen (13%) percent market share. TOPS:-It has five (5%) percent market share. KISSAN:-it has one (1%) percent market share. MORTAN: - it has five (5%) percent market share. MID LAND: - it has two (2%) percent market share. GURUJI: - it has one (1%) percent market share. NOT USING:-There are approximately twenty three (23%) percent institutions are not using tomato puree. They prefer to use fresh tomatoes.

RECOMMENDATION:During the data collection I found that our tomato puree (Dabur) is little bit expensive and others brands are available between 35-40 rupees. Our competitor golden crown is selling tomato puree at the rate of forth rupees(40).

PACK SIZE(USED)ANALYSIS OF TOMATO PUREE

AVAILABLE PACK SIZE 825 GRM 850 GRM NOT USING TOTAL NO. OF ACCOUNTS USING 77 39 34 150

PACK SIZE (USED) ANALYSIS

NOT USING 23% 825 GRM 51%

825 GRM 850 GRM NOT USING

850 GRM 26%

FINDINGS:According to pack size (used) analysis there are two pack size (825 & 850 GRM) available in the market. Eight hundred twenty five (825 GRM) pack size is the standard pack size available in the market. Some institutions are also using pack size of 850 grm.

MARKET SIZE ANALYSIS OF TOMATO PUREE

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 116 34 150

NO. OF ACCOUNTS NOT USING 23%

PRODUCT: TOMATO PUREE

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS USING 77%

MARKET SIZE ANALYSIS

FINDINGS:According to research findings the seventy seven (77%) percent institutions are using tomato puree and there is twenty three (23%) percent institutions are not using tomato puree because they prefer to use fresh tomatoes.

BRAND USING ANALYSIS OF TOMATO PASTE

BRAND NAME P&R NOT USING TOTAL NO. OF ACCOUNTS USE 10 140 150

EXISTING BRANDS AND MARKET SHARE

P&R 7%

P&R NOT USING

NOT USING 93%

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there is only (1) brands available in market named as-

P&R:-There is only one brand available in the market and there is only seven
(7%) percent institutions are using tomato paste. the most of institutions are not using tomato paste because there is no requirement of tomato paste and if required than they prepare by using fresh tomatoes.

PACK SIZE(USED)ANALYSIS OF TOMATO PASTE

AVAILABLE PACK SIZE NO. OF ACCOUNTS USING MOST OF INSTITUTIONS ARE NOT USING TOMATO PASTE AND THE ONLY EXISTING BRAND HAVING 3 KG (TIN) PACK SIZE

MARKET SIZE ANALYSIS OF TOMATO PASTE

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE
NO. OF ACCOUNTS USING 7%

NO. OF ACCOUNTS 10 140 150

PRODUCT: TOMATO PASTE

NO. OF ACCOUNTS NOT USING 93% NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

MARKET SIZE ANALYSIS

FINDINGS:According to market size analysis there are only seven (7%) percent institution

are using tomato paste and ninety three (93%) percent institutions are not using tomato paste. Thats why the market is not potential for this type of product.

BRAND USING ANALYSIS OF SNACK DRESSING

BRAND NAME NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING TOTAL NO. OF ACCOUNTS USE 10 2 4 5 1 128 150
KISSAN HEINZ 1% 3% CROSS&BLACKWELL 3% BLACK & BARRIES 1% NESTLE KISSAN HEINZ CROSS&BLACKWELL BLACK & BARRIES NOT USING NOT USING 85%

NESTLE 7%

EXISTING BRANDS AND MARKET SHARE

FINDINGS:After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as NESTLE: - it has seven (7%) percent market share. KISSAN: - it has one (1%) percent market share. HEINZ: - it has three (3%) percent market share. CROSS & BLACKWELL: - it has three (3%) percent market share. BLACK & BARRIES: - it has one (1%) percent market share. NOT USING: - it has eighty five (85%) percent market share.

PACK SIZE (USED)ANALYSIS OF SNACK DRESSING

AVAILABLE PACK SIZE 200 ML 1 KG 1.2 KG NOT USING TOTAL
200 ML 3% 1 KG 4% 1.2 KG 8%

NO. OF ACCOUNTS USING 4 6 12 128 150

200 ML 1 KG 1.2 KG NOT USING NOT USING 85%

PACK SIZE (USED) ANALYSIS

FINDINGS:After analyzing the data there are different pack size (200ml, 1&1.2kg) available in the market. Most of companies prefer 1.2kg (bottle) pack size.

MARKET SIZE ANALYSIS OF SNACK DRESSING

TYPES OF ACCOUNTS NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING TOTAL SAMPLE SIZE NO. OF ACCOUNTS 22 128 150

NO. OF ACCOUNTS USING 15%

PRODUCT: SNACK DRESSING

NO. OF ACCOUNTS USING NO. OF ACCOUNTS NOT USING

NO. OF ACCOUNTS NOT USING 85%

MARKET SIZE ANALYSIS

FINDINGS: According to research findings only fifteen (15%) percent institutions are using snack dressing and eighty five (85%) percent institutions are not using snack dressing. But according to data findings I cant say that market is not potential but most of institutions use tomato ketchup and other alternatives at the requirement of snack dressing.

BRAND USING ANALYSIS OF TOMATO KETCHUP

BRAND NAME NESTLE KISSAN PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN CROSS WELL KAYTIS TOTAL NO. OF ACCOUNTS USE 16 30 21 33 10 3 4 15 8 7 3 150

CROSS WELL 5%

KAYTIS 2%

GOLDEN CROWN 5%

NESTLE 10% RACY 10% KISSAN 20%

NESTLE KISSAN

HEINZE 3%

PINKS MAGGI TOPS HALLS HEINZE RACY GOLDEN CROWN MAGGI 22% PINKS 14% CROSS WELL KAYTIS

HALLS 2% TOPS 7%

EXISTING BRANDS AND MARKET SHARE

FINDINGS:-

After analyze the data there are some findings in terms of different brands available in market and their market share. After analysis the data I found that there are six (6) brands available in market named as NESTLE: - It has ten (10%) percent market share.

KISSAN: - It has twenty (20%) percent market share. PINKS: - It has fourteen (14%) percent market share. MAGGI: - It is the market leader with twenty two (22%) percent market share. TOPS:- It has seven (7%) percent market share. HALLS: - It has two (2%) percent market share. HEINZE: - It has three (3%) percent market share. RACY: - It has ten (10%) percent market share. GOLDEN CROWN: - It has five (5%) percent market share. CROSS WELL: - It has five (5%) percent market share. KAYTIS: - It has two (2%) percent market share.

PACK SIZE(USED)ANALYSIS OF TOMATO KETCHUP

AVAILABLE PACK SIZE 1 KG 1.2 KG(KISSAN) TOTAL NO. OF ACCOUNTS USING 120 30 150

PACK SIZE (USED)ANALYSIS

1.2 KG(KISSAN) 20% 1 KG 1.2 KG(KISSAN)

1 KG 80%

FINDINGS:After analyzing the data there is different pack size (1&1.2kg) available in the market. Most of companies prefer 1kg (bottle) pack size. kissan has introduced 1.2kg pack size as institutional pack size but most preferred pack size is 1 kg.

CONCLUSION

It was really a very great experience to study this FMCG company Dabur India Limited. After going into all its aspects i.e. its marketing strategies, policies, pricing strategies etc. we can conclude that the company is excellent on all the fronts. The companys different projects like Sundesh and its social initiatives in Nepal etc. indicates that the company is also loyal towards the society, and all such social responsibilities are very necessary to build a strong customer base and brand loyalty

Through its comprehensive range of products it touches the lives of all consumers, in all age groups, across all social boundaries. And this legacy has helped them develop a bond of trust with our consumers. That guarantees us the best in all products carrying the Dabur name.

BIBLIOGRAPHY

Websites

WEBSITES
www.dabur.com

www.google.com

www.wikipedia.org

www.fmcginfo.com

BOOKS
Philip kotler 13 th edition