Chapter 1

EXECUTIVE SUMMARY
1
EXECUTIVE SUMMARY
This project deals with the rural distribution of dabur to check the service of the
distributor and also the depth and availability of daburs five products which
include sani fresh, chawyan junior, hajmola pudina, anmol coconut oil, babool
paste .
It starts with companys profile, which includes introduction, history of the
company, objective and goals, awards received and its various range of products
is described.
The emphasis of this project had been for finding out the distrbutors service and
knowing about the relationship between retailers and distributor.
The second part of the study deals with the survey followed for knowing the
aburs five products range available with every individual retailer in the market
and also its depth with their competitive brands like sani fresh and
harpic,chawyan junior and bournvita, anmol coconut oil and paracute,babool and
colgate,pepsodent, hajmola pudina.
The survey was carried out with the help of a !uestionnaires and observation
which were made to capture the overall view of retailers to know about their
relationship with abur and its competitors.
The study of retailers to improve their marketing strategies by understanding
various issues of concern.

2


Chapter 2
INTRODUCTION TO TOPIC

3
INTRODUCTION TO TOPIC

The concept "#ural and "$arketing, though used very fre%uently in various
forums, have eluded any precise and non& controversial definitions, The resulting
concept "#ural $arketing means different things to different persons. This project
helps in understanding the problems of rural marketing poor diagnosis and, more
often than not, poor prescriptions to increase the market share in rural areas.
The Indian rural market with its vast si'e and demand base offers great
opportunities to marketers. Two ( thirds of countries consumers live in rural
areas and almost half of the national income is generated here. It is only natural
that rural markets form an important part of the total market of India. )ur nation is
classified in around *+, districts, and appro-imately ./,,,, villages, which can
be sorted in different parameters such as literacy levels, accessibility, income
levels, penetration, distances from nearest towns, etc.
#ural marketing and urban marketing are identical as regards basic marketing
structure. 0owever, rural markets and rural marketing have special features and
dilemmas as compared to urban markets. The rural markets offer a great scope
for a concentrated marketing effort because of the recent increase in the rural
incomes and the likelihood that such incomes will increase faster because of
better production and higher prices for agricultural commodities.
The rural markets dominate Indian marketing scene and need special attention
for the e-pansion of marketing activities and also for providing better life and
welfare.
4
DISTRIBUTION CHANNEL
1 way of selling a company2s product either directly or via distributors3 4possible
distribution channels are wholesalers or small retailers or retail chains or direct
mailers or your own stores4
istribution networks are modified and tweaked to be in line with the market
reality and companies goals. 5hen growth in urban areas was tapering, 6$78
companies started concentrating on rural markets. To be in line with this strategy
and increase rural distribution, 6$78 companies modified their distribution
structure.9imilarly, when $odern #etail chains were setting up shop in India
companies modified their distribution strategy to serve them. 7ompanies have
removed one layer called the 9tar 9tores
THE CHANGE IN THE DISTRIBUTION NETWORK
:efore the change the distribution networks have worked like this.
The rural distributors would have placed orders on depots and would have been
delivered stocks from the depots. The rural distributors would have then supplied
the 9tar 9ellers based on a fi-ed route schedule. The 9tar 9ellers in turn would
have serviced the retail outlets in each village.now what happen is that the rural
distributors will have to service the retail outlets previously serviced by the 9tar
sellers.
THE RURAL DISTRBUTORS COPE WITH THE SITUATION !"
#ural distributors start milk runs; this means is that the rural distributors
vans start from a base town <the town in which the rural distributor is
located= loaded with stock. It will travel on a particular route selling to retail
5
outlets on that route <these retail outlets would earlier have been serviced
by the 9tar 9ellers=. The route will typically end at the base town itself.
6or village clusters that are far away from the base town, the rural
distributor may retain the 9tar 9eller, replenishing the 9tar 9ellers stocks
on a regular basis <once a week or once a fortnight=. The 9tar 9eller would
continue to service the retailers as before.
5holesellers might be appointed. Instead of 9tar 9ellers, the rural
distributor may sell to wholesellers in that area. The retail outlets would
come to the wholeseller to buy their stocks>supplies.
The rural distributor may have his seller who takes visits retail outlets for /&
* days and takes orders. These orders are conveyed to the rural distributor
who despatches to the seller, the stocks. The seller then spends the
balance of the week ?&/ days supplying the stocks and collecting the cash.
9ome retail outlets will be dropped from coverage. The dropped outlet will
have to depend on the wholeseller and buy from him.
THE RURAL DISTRIBUTORS MANAGE WITH LOWER MARGINS!"
It can be reasonable assumed that the rural distributors will give a better
%uality of coverage to the rural outlets. This is because they would be
covering the outlets directly. The calls on the retail outlets will be more
reliable <i.e. same day every week=, credit would be given to the retail
outlets, %uality of e-ecution of promotions will improve and visibility and
stock weights will improve. 5ith better coverage, business will increase.
This will help the rural distributor get more margin money <on an absolute
sense= and reduce the fi-ed costs per call.

6
.
Chapter #
COMPANY PRO$ILE
7
COMPANY PRO$ILE
Da%&r I'()a L)*)te( )+ the ,-&rth .ar/e+t $MCG C-*pa'0 )' I'()a 1)th
)'tere+t+ )' Hea.th 2are3 Per+-'a. 2are a'( $--( pr-(&2t+
8
THE BACKGROUND
abur India @imited is the fourth largest 6$78 7ompany in India with interests in
health care, personal care and food products. :uilding on a legacy of %uality and
e-perience for over A,, years, today abur has a turnover of #s.?/B. crore with
powerful brands like abur amla, abur chawyanprash, Catika, 0ajmola D #eal.
HISTORY O$ DABUR
The story of abur began with a small, but visionary endeavour by r. 9. E.
:urman, a physician tucked away in :engal. 0is mission was to provide effective
and affordable cure for ordinary people in far&flung villages. 5ith missionary 'eal
and fervour, r. :urman undertook the task of preparing natural cures for the
killer diseases of those days, like cholera, malaria and plague.
9oon the news of his medicines traveled, and he came to be known as the
trusted 2aktar2 or octor who came up with effective cures. 1nd that is how his
venture abur got its name & derived from the evanagri rendition of aktar
:urman. r. :urman set up abur in AFF* to produce and dispense 1yurvedic
medicines. #eaching out to a wide mass of people who had no access to proper
treatment. r. 9. E. :urman2s commitment and ceaseless efforts resulted in the
company growing from a fledgling medicine manufacturer in a small 7alcutta
house, to a household name that at once evokes trust and reliability.
9
$ore than a century after r. 9. E. :urman set up his company with the vision of
good health for all, abur has grown manifold. It is now a leading nature&based
health and family care products company. In this mission, the :urman family has
forged ahead with the founding thoughts of r. 9.E. :urman, while also evolving
and progressing in tune with the changing demands of a growing business.
TIME LINE O$ KEY EVENTS IN DABUR
1445 :irth of abur
1467 6irst Groduction Hnit
1658 @aunch of abur 1mla 0air )il
1656 @aunch of abur 7hyawanprash
1665 #aises 6irst Gublic Issue
1669 @aunch of Catika #ange
1667 @aunch of #eal Iuice
2888 7rosses #s A,,, crore Turnover
288# emerger of Gharmaceuticals
:usiness
2885 Gromotion of + Gower :rands
10
<abur, vatika, anmol, hajmola and real=
2889 1c%uisition of :alsara 8roup of
7ompanies
288: abur 6ood to merge with abur
India limited

abur India @imited has marked its presence with some very significant
achievements and today commands a market leadership status. The story of
success is based on dedication to nature, corporate and process hygiene,
dynamic leadership and commitment to partners and stakeholders.
@eading consumer goods company in India amongst turnover of #s.
?/B. 7rore
/ major strategic business units;
7onsumer 7are ivision <77=
7onsumer 0ealth ivision <70=
6oods division <#eal=
? 9ubsidiary 8roup companies (
abur Jepal and
abur International
A/ ultra&modern manufacturing units spread around the globe Groducts
marketed in over +, countries
11
LEADING BRANDS ;
abur ( The 0ealth 7are :rand
Catika&Gersonal 7are :rand
1nmol& Calue for $oney :rand
0ajmola& Tasty igestive :rand abur 1mla, 7hyawanprash and @al
ant $anjan with #s.A,, crore turnover each Catika 0air )il 9hampoo
the high growth brand 9trategic positioning of 0oney as food product,
leading to
market leadership <over *,K= in branded honey market

abur 7hyawanprash the largest selling 1yurvedic medicine with over
.+K market share
@eader in herbal digestives with B,K market share

Da%&r Ma'&,a2t&r)'/ $a2).)t)e+ I' I'()a
12
9ource; company website
KEY $INANCIALS OVER THE YEAR
13
Ten Lear 0ighlights
#9 7rores

6L,
,
6L,A
M
6L,?M
M
6L,
/
6L,*MM
M
6L,
+
6L,.
N
6L,O
P
6L,
F
6L,
B
)perating #esults;
9ales BF? AA,, A?,, A?F+ A?/. A*AO AO+O ?,F, ?/B. ?F/*
)ther
Income
/* AB A? O B B A/ ?. /* *O
Q:IT1 A?F A/O A** A.? A.* ?AO /,, /O. **/
+AO.
/
Q:IT1
$argins <K=
A/., A?.+ A?., A?.. A/./ A+./ AO.A AF.A AF.+ AF./
Grofit
:efore Ta-
<G:T=
FA F+ F? A,. A?* AO. ?+O /AB /F* **+
Ta-es * O A* A* A+ AB /, /B +? +*
Ta- #ate
<K=
*.+ F.+ A... A/./ A?., A,.F AA.O A?.A A/.* A?.A
Grofit 1fter
Ta- <G1T=
OO OF .* F+ A,O A+. ?A* ?F? /// /BA
G1T
$argins <K=
O.B O.A +.* ... F.. AA., A?.? A/.+ A/.B A/.F
6inancial Gosition;
6i-ed
1ssets
<Jet=
?+A ?*/ /OA ?+O ?+, ?B+ +A? /OB *.+ ++B
7urrent
1ssets,
@oans D
1dvances
*A? /B/ +,* +?? /*, *,F *OA .*, OO* B+A
7urrent
@iabilities D
Grovisions
A,F A+F AF/ ?*A ?B* *,, */. *+? O/? F,F
14
Jet
5orking
7apital
/,* ?/+ /?? ?FA *. F /+ AFB *? A*/
ays of
9ales
AA/ OF BF F, A* ? O // . AF
T-ta.
A++et+
786 994 :89 758 5## 95# 725 7:8 :56 1841
9hare
7apital
?B ?B ?B ?B ?B ?B +O F. F. F..+
#eserves D
9urplus
?B? //* /.+ /FF ?+O //+ **, /B/ +/A O/A
9hareholder
s 6unds
/?, /.? /B/ *AO ?F. /.* *BO *F, .AF FAF
@oan 6unds ?FB AB. /,* B.* A/? A.* A?A A., BB ??F
T-ta.
Cap)ta.
E*p.-0e(
786 994 :89 758 5## 95# 725 7:8 :56 1841
#eturn #atios;
#)7Q <K= AO., AB.+ A?.. A..A ?F.. /A./ /B., *+.O *O.. /F.F
#)J5 <K= ?*.O ??., A... ?,.. /F.A */.+ *..A .A./ ++./ *F.*
Q%uity 9hare ata;
Qarnings
Ger 9hare
<#s=
?O.A ?.O ?./ /., /.O +.* /.O /./ /.B *.+
ividend
Ger 9hare
<#s=
A,., A., ,.+ A.* ?., ?.+ A.F A.*? A.+ A.O+
Jo of
9hares <In
7rs=
?.B ?.B ?F.. ?F.. ?F.. ?F.. +O./ F../ F..* F..+
9ource; company website
DABUR<S VISION
15
6ounder r. 9. E. :urman first established abur3 he had a vision that saw
beyond the profit motive. In his words, 45hat is that life worth which cannot bring
comfort to others.4 This ideal of a humane and e%uitable society led to initiatives
taken to give back some part of what abur has gained from the community.

DABUR<S MISSION
abur believes in the mission of being a leader in the Jatural 6oods D
:everages Industry. abur aims in offering %uality products and distributing
higher value for money.


ORGANISATIONAL STRUCTURE
16
Dr A'a'( B&r*a'
Cha)r*a' -, the %-ar(
1nand :urman, appointed chairman of abur India on ?*
th
Iuly ?,,O. Qarlier he
was the chairman of dabur pharma.
Mr A*)t B&r*a'
V)2e!Cha)r*a'
1mit :urman, appointed vice chairman of dabur India in Iuly ?,,O. 0e stepped
down as 7Q) of dabur foods after the merger with dabur India l
Mr S&'). D&//a.
CEO

9unil uggal took over as the 7hief Q-ecutive )fficer of abur India @imited in
Iune ?,,?, holding reins of the organisation he joined in ABB+.
Mr P D Nara'/
Gr-&p D)re2t-r
G Jarang, is the 8roup irector, 7orporate 1ffairs, abur IJI1 @imited
Mr Pra()p B&r*a'
D)re2t-r
Gradip :urman is presently the director of dabur India ltd.
17
Mr M-h)t B&r*a'
N-' 1h-.e pr-*-ter+3 ()re2t-r+
Mr Bert Pater+-'
I'(epe'(e't ()re2t-r
Mr PN V)=a0
I'(epe'(e't ()re2t-r
COMPETITORS O$ DABUR
0H@
IT7
GD8
JQ9T@Q
$1#I7)
7)@81TQ
:#IT1JI1
8)#QI etcR
THE COMPANY AND ITS PRODUCT LINE
18
abur makes a variety of products for world wide sale.
S
These products include
9ource; 7ompany website
MARKETING STRATEGIES O$ DABUR
19
BRANDING STRATEGY
7hanged its branding strategy by moving from the Hmbrella 9trategy to the
Eey brand 9trategy
7ategori'ed itself into ,)>e p-1er %ra'(+
abur <0Q1@T071#Q=
Catika <01I# 71#Q=
1nmol <GQ#9)J1@ 71#Q=
#eal < IHI7Q9=
0ajmola <I8Q9TICQ 9HGG@Q$QJT9
PRODUCT LINE EXTENSION
In the ?UICES range abur introduced ;
7oolers <@ow fruit 7ontent=
#eal < 0igh fruit pulp 7ontent=
#eal 17TIC <0ealth 7onscious Louth=
#eal Iuniors <for the children below . years of age=
20
#eal 9choolpack
LINE EXTENSION STRATEGY WAS ADOPTED BY DABUR
BECAUSE"
It could attract different target audience
7ould renew Interest and liking for the brand by introducing new variants
It could increase its market share
iversify without much risk
$oved from its 7ore strategy and hence could give customers something
better and different
MARKETING MIX

PRODUCT"
Groducts have been divided into + power brands
!uality; 0igh
9i'es; 1vailable in different si'es
esign; 1vailable in Tetra Gack, :ottles, 9achets
PRICE"
21
1s, abur had different sub&categories it came out with variable pricing to
reach each and every target segment
Q.g. ; )ne& litre bottle of 7ooler <juice= was priced at #s.+,
9elective Grice #eduction to increase emand
Introduction of 9maller packs at #s.+
7ame out with #s.A sachet of Catika 9hampoo to increase market share
7utting Grice to stand out against competition
PLACE"
abur constantly kept on increasing its geographic spread to increase its
sales revenues
Qntered the 9outh Indian $arket
Q-panding in the International $arket
Gresence in over +, countries
9ubsidiaries established in Jepal, Jigeria, :angladesh and Gakistan
6ocus areas ; 1sia Gacific, 1fghanistan, #ussia and other 7I9 countries
PROMOTIONS"
ifferent brands have its own marketing and advertising team
22
ifferent brands had different promotions
Htili'ed the popularity of Indian films in the domestic and global markets to
promote its brands
Hndertook the most advertising campaign with $r. :achchan endorsing
abur brands
9igned cricketer Cirendar 9ehwag and his wife for selected )ral, 0air and
0ealthcare products

SWOT ANALYSIS O$ DABUR
STRENGTH"
7entury )ld 7ompany
Qstablished :rand
Innovativeness in Gromotions
9trong distribution network
@ow cost operations
WEAKNESS"
Grofitability is uneven across product line


23
OPPORTUNITY"
Increasing income level
@arge domestic market
Q-port potential

THREATS"
7ompetition in the 6$78 sector from well established names
9low down in urban demand due to recession
24
25
Chapter IV
ABOUT THE PRO?ECT
ABOUT THE PRO?ECT
26

The study focuses on to analy'e the relationship between retailers and
distributor. 1re retailers satisfied with service of distributor in / districts of
himachal pradesh i.e 9hahjahanpur, Gilibhit and :areilly.
In this study I did survey with retailers. i used a %uestionare in this survey. This
will help to know about ditributors service and also it is very important in rural
areas. :ecause in rural areas due to high illiteracy retailers can sell that brand
which they want to sell. 6or e.g if some one asks for dabur amla hair oil in this
case if the retailer ( distributor relationship is not good or retailer is not happy
with distributors service he tells the customer that brahmi amla is better then
dabur and customer will accept it.
The objective of the research is to analyse the availability and depth of abur five
products with every individual retailer. In this study I went to retailers and ask
them , about these five products A=tooth paste ?=toilet cleaner /= malted health
drink *= hajmola += coconut oil they sell or not.
If yes, then I ask them do they have daburs these products i.e A= babool paste
?=saini fresh /= chawyan junior *= hajmola pudina += anmol coconut oil. If they
have these prducts then I check the depth of these five products with their
competitive brands ie. 7olgate D pepsodent with babool, harpic with saini fresh,
bournvita D horlicks with chawyan junior, hajmola pudina, anmol with parachute.
It aims at finding the retailer satisfaction level with abur distributors as well as to
entertain the feedback by different retailers
6rom this research abur would be able to find out the loopholes that lead to the
low sale of abur products. This study would also help them improving their
27
relationship with the retailers by offering them such schemes that would be
beneficial for both the sides involved.
This research has really given an insight into the grey areas where improvement
is re%uired to boost up the sale of abur products on both fronts i.e. end
consumers and retailers.




28
Chapter >
L)terat&re re>)e1


LITERATURE REVIEW
29
#ural consumers have customs and behavior and marketers may find it difficult
toserve them as they are mostly e%uipped with urban &based marketing skills.
Importantareas of this study are responses and patronage behavior of rural
consumers towardse-isting retail setups, and the nature of available setups. This
paper reviewed variousliteratures to understand the factors affecting shopping
and out&shopping behaviorin Indian rural environment, along with the
identification of decision variablesinfluencing the patronage of various retail
formats such as village shops and periodicmarkets. ifferences perceived byrural
consumers on account of two most prominentretail formats <village shops and
haats= are covered in the study to understand theinfluence of specific decision
variables in the selection of a particular retail format.The inference is that the
49hopping activity cost4 and 4Groduct purchase cost4 drivesa rural customer tothe
village shop, for their immediate re%uirements. )n the oilierhand 4:argain4
<interms of product variety and price= and 4Gromotion incentives4drives them
toperiodic markets. Hnderstanding the patronage behavior of ruralconsumers
helps the marketers to device an effective product placement strategy.
INTRODUCTION
The Indian rural community amountto over two&thirds of the total populationand it
offers a vast and growing marketopportunity. Indian rural areas areemerging as
an important market, as it is much larger compared to urban marketin terms of
population, number ofhouseholds across specific income groups,and above all
consumption levels for manyproduct categories like tea,soaps and shaving
blades <:usiness IntelligenceHnit and J71Q#, ABBF&BB=.
In the Indian rural conte-t, thedefinition of out &shopping means theconsumer
shopping outside his or hervillage retail space for goods or services,which are
also available within the villageretail setup. The periodic market meansprimary
markets held daily or weekly wherethe agricultural products and consumer goods
30
are sold <5anmali, ABFA=. These arealso referred to as traditional places,
wherethe ruralconsumers congregate as a rule, driven by economic, social and
religiousconsiderations. These places attract a largenumber of itinerant
merchants, andtemporary shops are setup to sell all kindsof goods <1dite, ABB.3
:romley <ABO*= observed in hise-tremely comprehensive bibliographythat there
are only eight studies pertainingto periodic markets in 9outh 1sia. Thesestudies
are based on the analysis of singlemarkets and these markets also appear tobe
those in 4urban centers4 rather thanin rural area. In rural retailing, most ofthe
latter studies <Gradeep, ABB.3 5anmali, ABFA and 8 9rinivas #ao ABBO= focused
on the characteristics and reachof the particular shopping centre.
Eashyap <ABB.= remarks, that periodicmarkets constitute major part of
ruralmarketing infrastructure in India, alongwith the shops situated with in
villages.Therefore, there is a clear need forretailers and communities to
understandwhat drive out&shopping behavior in rural markets. It is observed that
village shopsare basically run on a low scale, mostly asa secondary business
activity. They deal in limited number of products and offer low variety. The
number of retail outletsin a village is subject to the population ofthe village.
1ccording to an Indian $arket #esearch :ureau <I$#:= study, out of five lakh
villages, si-ty thousandvillages did not have a retail outlet of anykind. This
highlights the importance ofout&shopping centers, that is, periodicmarkets in rural
India <#amaswamy, ABO*3 9mith, ABOF3 Earve et. al, ABO,3 Eala and 1namika,
?,,,=.
It has been argued that the ruralmarkets are different from urban markets for two
reasons; a= the consumers2 abilityto discriminate varies3 and b= thereference point
used in making choices differs from those of urban consumer.9uch differences
can be attributed to thefollowing factors; 6irst, income tends tobe seasonal <high
during harvesting andlow otherwise= and uncertain3 secondly,rural households
31
are typically located close to their place of work, i.e., in villageswhere there is an
imminent lack ofeducation, electricity, and media infrastructure.
The inade%uacies of these enabling factors, along with income constraints make
it difficult and often prolong the cycle of 4awareness &penetration&adoption4. This
study e-plores the rural consumer2s patronage behavior regarding the two major
retail formats in the ruralmarket; 5ithin village shops and the out shopping i.e.,
periodic markets. It is important to note that it is the consumer2sperception of
shopping centre attributes that is of crucial importance to the marketer. The
importance of perceptual attributes goes beyond the physical features of stimuli
since consumers link attributes to benefits of purchasing andconsuming. These&
benefits, or conse%uences, in turn lead to certain end states or values that
consumers wish to achieve.
The he nature together with form of what characterises dynamic and innovative
rural retailing differs by location, the typology is based on the above schema.
6irst, market towns have used growth and differentiation opportunities as
9trategic foci. 9econd, innovative village shops have applied strategies that
seek to counter their structural weaknesses, harness the community and yield
new revenue streams. Third, the manner in which stand&alone retailing forms,
such as farm shops together with speciality rural retail outlets,have grown and
developed is reviewed.
0itendra :argal #esearch 1ssociate Gromotion of brands in rural markets
re%uires the special measures. ue to the social and backward condition the
personal selling efforts have a challenging role to play in this regard. The word of
mouth is an important message carrier in rural areas. The e-perience of
agricultural input industry can act as a guideline for the marketing efforts of
7onsumer durable and non&durable companies
32
Erishnamoorty <?,,,= 1cknowledged that distribution systems are the most
critical component and a barrier which needs to be overcome for success in rural
areas .the task of distribution in these areas is considered to be more difficult in
urban areas
8upta sunil <ABB/= Groposed a model with three components and providing the
method for assesing the effectiveness of a sales promotion by decomposing the
sales bump during the promotion in to sales increase due to brand switching,
purchase time acceleration and stock piling.results for regular ground coffee
suggested that more than F*Kof the sales increase due to promotion came from
brand switching.


33
Chapter VI
Re+ear2h Meth-(-.-/0
34
RESEARCH METHODOLOGY
RESEARCH OB?ECTIVE
To check the availability and depth of daburs five products ie. :abool,saini
fresh, chawyan junior, hajmola pudina, anmol coconut oil
RESEARCH DESIGN
escriptive #easearch
METHOD O$ DATA COLLECTION
ata was collected from both primary as well as secondary sources
PRIMARY DATA"
Grimary data is that data, which is, collected a fresh for the first time and thus
happens to be original in character. In the study, primary data is collected with
the help of;
)bservation; It is a popular means of collecting all kinds of data in research. The
data is collected by personally observing the things related to the subject.
!uestionnaire; It is a popular means of collecting all kinds of data in research. 1
structured %uestionnaire was used which consisted of both open ended and
closed ended %uestions
35
SAMPLE SI@E
9ample si'e for the research is B, retailers. /, in each district ie.soaln,
9hahjahanpur, :areilly.
SAMPLING TECHNIAUES
9ampling is a process of selecting a sufficient number of elements from the
population, so that a study of the sample and an understanding of its properties
would make it possible for us to generali'e such properties to the population
elements.7onducting a study on whole of the population is prohibitive in terms of
time, cost and other human resources.
SAMPLING DESIGN
7onvinience D judgemental; I used this design in my research. I select the
outlet on jugdement that it has large business than other one. The outlet with
more business is useful for research as it can provide good knowledge about
the project.
This design was followed for the retailers

36
Chapter VII
Data A'a.0+)+ a'( $)'()'/+



37
DATA ANALYSIS AND $INDINGS
AVAILABILITY O$ DABUR PROUCT
IN PILIBHIT DISTRICT B#ajghat, harampur, Eandaghat=
TABLE NO 1
firm2s name baboo
l
saini
fresh
chawyan
junior
hajmola
pudina
anmol
oberoi medicos J1 J1 J1 J1 1
mansa trading co. 1 1 J1 J1 1
tota ram banarsi das 1 1 1 1 1
janardhan das vinod
kumar
1 1 J1 J1 1
bansal gift sale co. 1 1 1 1 1
anil general store J1 1 J1 J1 1
new poonam bangle
store
J1 J1 J1 J1 J1
mahinder bangle store J1 J1 J1 J1 1
shingar collection J1 J1 J1 J1 J1
guru kirpa dept store J1 J1 J1 J1 1
goyal medicos J1 J1 J1 1 1
khana daily needs J1 J1 J1 J1 J1
govind ram Dsons J1 J1 J1 J1 J1
shanta lal D sons 1 1 J1 1 1
anant general store J1 J1 J1 J1 1
chaju ram 1 1 1 1 1
new des raj prem raj 1 1 J1 J1 1
bharti store 1 1 J1 J1 J1
m>s thakur brothers 1 J1 J1 1 J1
dr.t.s dhall 1 J1 J1 J1 J1
anokha mal rikhi
chand
1 1 J1 J1 1
jai ram inder pal 1 1 J1 J1 J1
38
singh provisional store 1 1 J1 J1 J1
sahani super market J1 1 J1 J1 1
9ahanimedicos J1 J1 1 1 1
gars bakers 1 1 J1 J1 1
hadimba medical
store
J1 J1 1 1 J1
moti ram banarsi das J1 1 J1 1 1
sameer medicos J1 J1 1 J1 J1
8ian chand and sons 1 1 1 1 1
INDEX
J1RRRRR.. Jot available
1RRRRRR...1vailable
Pr-(&2t+ 'a*e T-ta. -&t.et+ A>a).a%.e Per2e'ta/e
BABOOL #8 19 98C
SAINI $RESH #8 17 9#C
CHAWYAN
?UNIOR
#8 : 2#C
HA?MOLA
PUDINA
#8 18 ##C
ANMOL #8 16 7#C
ANALYSIS
In Gilibhit only three products is available in more than +,K retail outlets.two
products has low percentage even below /+K availability in retail outlet
T
GRAPH NO 1
ON AVAILABILTY O$ DABUR PRODUCTS IN PILIBHIT
39
DEPTH O$ DABUR PRODUCTS
IN PILIBHIT DISTRICT <#ajghat, harampur, Eandaghat=
TABLE NO2
firm2s name babool saini fresh chawyan
junior
hajmola
pudina
anmol
oberoi
medicos
mansa
trading co.
U U U U .,anmol
40
tota ram
banarsi das
+,oth;+b
a
+,har;+,s
an
U U O,anmol;/,parach
ute
janardhan
das vinod
kumar
F+oth;A+
ba
+,har;+,s
an
A/oth;/jun
ior
?jar F,
anmol;?,parachut
e
bansal gift
sale co.
F,oth;A,
ba
/,har;O,s
an
U U +,anmol
anil general
store
+,oth;+b
a
.,har;A,s
an
+,oth;+jun
ior
?jar O+anmol;/,parach
ute
new
poonam
bangle store
U /,har;O,s
an
U U +,anmol;+,parach
ute
mahinder
bangle store
U U U U U
shingar
collection
U U U U O,anmol;/,parach
ute
guru kirpa
dept store
U U U U U
goyal
medicos
U U U U +,anmol;+,parach
ute
khana daily
needs
U U U AI1# +,anmol;+,parach
ute
govind ram
Dsons
U U U U U
shanta lal D
sons
U U U U U
anant
general
store
?,oth;+b
a
A,har;Osa
n
U AI1# +,anmol;+,parach
ute
chaju ram U U U U *+anmol
new des raj
prem raj
B,oth;A,
ba
O,har;/,s
an
A,oth;/jun
ior
?jar A?anmol3?*parach
ute
bharti store +,oth;/b
a
*,har3Fsa
n
UV U /,anmol;O,parach
ute
m>s thakur +,oth;+, A,har;Asa U U U
41
brothers ba n
dr.t.s dhall .,oth;/,
ba
U U Ajar U
anokha mal
rikhi chand
+,oth;+b
a
U U U U
jai ram inder
pal
F,oth;A,
ba
/,har;O,s
an
U U +,anmol;+,parach
ute
singh
provisional
store
O,oth;A,
ba
.,har;*,s
an
U U U
sahani
super
market
F,th;?,b
a
/,har;O,s
an
U U U
sahanimedi
cos
U +har;+san U U +,anmol
gars bakers U U ?,oth;?jun
ior
Ajar A,anmol;?,parach
ute
hadimba
medical
store
A,,oth;?
ba
+,har;A/s
an
U U ?anmol;A,parachu
te
moti ram
banarsi das
U U .oth;Ajuni
or
Ajar U
sameer
medicos
U +,har;+,s
an
U Ajar +anmol;?,parachu
te
8ian chand ?,oth;*b
a
/,har;?,s
an
/,oth;/jun
ior
?jar A,anmol;A,parach
uter
I'(eD
)thRRR.others
:aRRRRbabool
0arRRRR.harpic
9anRRRR..saini fresh
GarRRRRRparachute
42
In babool toothpaste others include 7olgate Dpepsodent.in chawyan junior others
include bournvita Dhorlicks
GRAPH NO 2
ON DEPTH O$ DABUR PRODUCTS WITH COMPETING BRANDS IN
PILIBHIT

43

INDEX
GepRRRRRpepsodent
jRRRRRRIunior
borRRRRRbournvita
hlcRRRRRR.horlicks
AVAILABILITY O$ DABUR PRODUCTS
IN SHAH?AHANPUR DISTRICT <Eusumti, :aloo ganj=

TABLE NO #
firm2s name
babool saini fresh
chawyan
junior
hajmola
pudina anmol
rama
provisional
store J1 J1 J1 J1 J1
babu lal J1 J1 J1 1 J1
jai chand J1 J1 J1 1 1
prem chand J1 1 1 J1 1
kush
enterprises J1 J1 J1 1 J1
visahl general
store J1 J1 J1 J1 J1
dutta medical
store J1 J1 J1 J1 J1
rampal
communication J1 J1 J1 1 J1
anil general
store 1 J1 J1 1 J1
44
ramkewal
store 1 J1 J1 J1 J1
purnima
general store J1 J1 J1 J1 J1
shivam traders J1 J1 J1 J1 J1
ram prasad 1 1 J1 J1 J1
shivani general
store 1 J1 J1 J1 1
raja ram J1 J1 J1 J1 J1
inder mal
gurubaksh raj J1 J1 J1 J1 J1
sukarma
general store J1 1 J1 J1 J1
raj kumar J1 J1 J1 J1 J1
chote lal
baijnath J1 J1 J1 J1 J1
swaroop
general store 1 J1 J1 1 1
jan seva
medical store J1 J1 J1 J1 J1
ram swaroop
raunak ram 1 1 J1 1 1
vivek medicos 1 J1 J1 J1 J1
city remedies J1 1 1 1 1
ganga prasad J1 J1 J1 J1 1
shiv lal vimal
kumar J1 J1 J1 J1 J1
mahavir
prasad 1 J1 J1 J1 J1
city pulse J1 1 1 J1 1
kashyap
general store
1
1 1 1 1
nikhleshwar 1 1 1 1 1
Pr-(&2t+ 'a*e T-ta. -&t.et+ A>a).a%.e Per2e'ta/e
BABOOL #8 18 ##C
45
SAINI $RESH #8 4 2:C
CHAWYAN
?UNIOR
#8 9 1:C
HA?MOLA
PUDINA
#8 18 ##C
ANMOL #8 18 ##C
ANALYSIS
In 9hahjahanpur three products available in //K retail outlets and two products
were available in less than /,Kretail outlets.
GRAPH NO #
ON AVAILABILITY O$ DABUR PRODUCTS IN SHAH?AHANPUR
DEPTH O$ DABUR PRODUCTS
46
IN SHAH?AHANPUR DISTRICT <kusumti, baloo ganj=
TABLE 5
firm2s name
babool saini fresh chawyan junior
hajmola
pudina 1nmol
rama
provisional
store U U U U U
babu lal U U U A I1# U
jai chand U U U A I1# +,anmol;+,parachute
prem chand U A,har;?san
A,others;Ajunio
r U ?anmol;A,parachute
kush
enterprises U U U ? I1# U
visahl general
store U U U U U
dutta medical
store U U U U U
rampal
communication U U U ? I1# U
anil general
store A,oth;/ba U U A jar U
ramkewal
store ?,oth;*ba U U U U
purnima
general store U U U U U
shivam traders U U U U U
ram prasad +,oth;Fba ?, saini U U U
shivani general
store A+oth;/ba U U U +anmol;+parachute
raja ram U U U U U
inder mal
gurubaksh raj U U U U U
sukarma U +,har;+,sa U U U
47
general store
raj kumar U U U U U
chote lal
baijnath U U U U U
swaroop
general store A,oth;*ba U U A jar A,anmol;?parachute
jan seva
medical store U U U U U
ram swaroop
raunak ram .,oth;+ba +,saini U ?I1# +,anmol;+,parachute
vivek medicos /,oth;+ba U U U U
city remedies U +,har;+,sa Ao junior A jar +,anmol;+,parachute
ganga prasad U U U U ?anmol;/parachute
shiv lal vimal
kumar U U U U U
mahavir
prasad A,oth;*ba U U U U
city pulse U .,har;*,sa A,oth;Ajunior U +anmol;A,parachute
kashyap
general store ?,oth;+ba /,har;AFsa ?,oth;/junior ?jar A,anmol;A,parachute
nikhleshwar
general store A+oth;?ba ?,har;?,sa A+oth;Ajunior Ajar /,anmol;?,parachute
48

GRAPH NO 5
ON DEPTH O$ DABUR PRODUCTS IN SHAH?AHANPUR
49
AVAILABILITY O$ DABUR PRODUCTS
IN BAREILLY DISTRICT <Tissa, :harmour, 9undla=
TABLE9
firm2s name
babool saini fresh
chawyan
junior
hajmola
pudina 1nmol
sharma
brothers J1 J1 J1 1 J1
rajdhani
fancy store 1 J1 J1 J1 J1
arushi
enterprises J1 J1 J1 J1 J1
1.E general
store 1 1 1 1 1
shiv
bhandar 1 1 J1 J1 1
modi lal J1 J1 J1 1 1
mintoo di
hatti J1 1 J1 J1 1
suresh
kumar
mukesh
kumar J1 J1 J1 J1 J1
beas
enterprises J1 J1 J1 J1 J1
shankar
Dco. J1 J1 J1 J1 J1
sushil
kumar
vinod
J1 J1 J1 J1 J1
50
kumar
jugal
kishore 1 J1 J1 1 J1
sharma
Dco. 1 1 1 J1 1
puran
chand
satya pal
khana 1 1 J1 J1 1
banarsi das J1 1 J1 1 1
telu mal
roshan lal 1 J1 J1 J1 1
parmanand
general
store J1 J1 J1 J1 J1
rikhi ram
amar nath 1 J1 J1 J1 1
jai ram
ashok
kumar 1 J1 J1 1 1
hans raj
shali gram J1 1 J1 J1 1
shagun
cosmetics J1 J1 J1 J1 1
kalia store 1 J1 1 J1 1
himachal
general
store 1 1 J1 J1 1
om general
store J1 J1 J1 J1 J1
khan chand
Dsons 1 J1 1 J1 J1
Grakash 1 J1 J1 1 J1
toysD 1 1 J1 J1 1
51
cosmetics
jai bharat
medical
store 1 J1 1 1 J1
pawan
general
store 1 1 1 J1 1
badriprasad J1 J1 J1 J1 J1
tikan chand
J1 J1 J1 J1 J1
Pr-(&2t+ 'a*e T-ta. -&t.et+ A>a).a%.e Per2e'ta/e
BABOOL #8 19 98C
SAINI $RESH #8 18 ##C
CHAWYAN
?UNIOR
#8 7 28C
HA?MOLA
PUDINA
#8 4 27C
ANMOL #8 17 9#C
ANALYSIS
In :areilly two products available in more than +,Kretail outlets and three
products available in less than /+Kretail outlets.
GRAPH9
ON AVAILABILITY O$ DABUR PRODUCTS IN BAREILLY
52
DEPTH O$ DABUR PRODUCTS
IN BAREILLY DISTRICT B<Tissa, :harmour, 9undla=
TABLE 7
firm2s name
babool saini fresh
chawyan
junior
hajmola
pudina 1nmol
sharma
brothers U U U AI1# U
rajdhani
fancy store +,oth;Aba U U U U
arushi
enterprises U U U U U
1.E general
store O,oth;/,ba ?,har;*sa A,oth3?junior ?jar /,anmol;O,parachute
53
shiv
bhandar F,oth;?,ba .,har;*,sa U U +,anmol;+,parchute
modi lal U U U AI1# Aanmol;A,parachute
mintoo di
hatti U +,har;+,sa U U *,anmol;.,parachute
suresh
kumar
mukesh
kumar U U U U U
beas
enterprises U U U U U
shankar
Dco. U U U U U
sushil
kumar
vinod
kumar U U U U U
jugal
kishore A,,oth;A,sa U U ?jar U
sharma
Dco. .,oth;*,ba +,har;+,sa A,oth3Ajunior U *anmol;A,parachute
puran
chand
satya pal
khana A,,oth;+ba A?har;/sa U U ?,anmol;A+parachute
banarsi das U A,har;?sa U ?jar +, anmol
telu mal
roshan lal A,,oth;?ba U U U Aanmol;A,parachute
parmanand
general
store U U U U U
rikhi ram A,oth;Aba U U U /, anmol
54
amar nath
jai ram
ashok
kumar .,oth3*,:1 U U AI1# ?F anmol
hans raj
shali gram U A,har;/sa U U +,anmol;+,parachute
shagun
cosmetics U U U U +anmol;+parachute
kalia store /,oth;.ba U *oth;Ajunior U ?, anmol
himachal
general
store A,oth;Aba A,har;/,sa U U
A,anmol;?,G1#170HT
Q
om general
store U U U U U
khan chand
Dsons A,,othA,ba U A/oth;+junior U U
Grakash
A,,oth;A?b
a U U Ajar U
toysD
cosmetics +,oth;+ba +,har;+,sa U U .,anmol;*,parachute
jai bharat
medical
store /,oth;.ba U A,oth;?junior Ajar U
pawan
general
store ?,oth;?ba *har;/sa A+oth;/junior U A, anmol
badriprasad U U U U U
tikan chand
U U U U
55
GRAPH 7
ON DEPTH O$ DABUR PRODUCTS WITH COMPETING BRANDS IN
BAREILLY
190
230
9
10
405
56
$INDINGS
A #etailers have complaints about the distributors for not giving them proper
schemes.
? istributors give cash discount to retailers who give payment with in A week to
promote the sales and also to avoid bad debts
/ In rural markets retailer have a greater say and they influence customers
choice to a great e-tent the reason being illiteracy in rural areas.#etailers
play major roles in promoting sales by pushing high margin brand.
* 9mall packages are more in demand in rural areas like sachet of shampoos
etc. because they have low income.
+ Geople are not so brand loyal in rural markets.
. istributors facing problems due to real juice is out stock in companys depot.
O istributors do not give schemes according to company norms for e.g if there is
scheme on amla hair oil +,g that with one case A? bottles free. :ut retailers
in rural market order in pieces and distributor does not give any scheme to
retailers this is not according to company norms.
F 9alesman of company not visiting regularly in the retailer also face the problem
of placing order.
57
Chapter VIII
C-'2.&+)-'+

58
CONCLUSION
In my summer training in dabur I worked in marketing department of the
company. I learned a lot of things during my internship in dabur on to study the
rural distribution of dabur. This internship gives me insight of working in
corporate world. uring working on this project I learned a lot about abur
7ompany.
$r. 9anjiv sharma was my industry guide in summer training. 0e gave me
guidence about my project. 0e also helps me in understanding the scheme
circular of the company which issues at the start of every month. he told me
every evening that the ne-t day which area I have to cover.he gave me feed back
about my good and bad work . also helps to improve my mistakes.
The purpose of my internship project is to check the availability and depth of
daburs five products. 6or this I have to visited retailers to gather information.
This helps me to improve my communication skills. This summer internship helps
me to compare theory studied in classes with practical knowledge.the
responsibility for me is to get the right information from retailers.and also aware
retailers with the schemes offered by company. This will help the retailers to ask
distributors about the schemes. $any times distributor does not pass schemes
to retailers.
LIMITATIONS
1 #etailers were not intresting in interaction as it feels this research is not of any
use
? $oney constraints, a lot of money re%uires in research as a student it is very
difficult to manage.
59


Chapter IX
Re2-**e'(at)-'+



60
RECOMMENDATIONS E SUGGESTIONS
RELATION BUILDING WITH RETAILERS"
It is very important to have good relations with the retailers as they
are the ones who are finally responsible for the selling of the product. They
are the ones who influence the buyers to buy a product. Jow the %uestion is
how to develop good relations;
6irstly the profit margin should be increased by giving them e-tra
discounts on your product sale other than the basic margin of A, to AA K.
9ome gifts should be given on the sale of particular volume.
$ore display schemes should be given as it is one way of attracting
customers to buy your product and moreover the retailer earns some
monthly amount which motivates him to sell your product.
#etailers <as observed during the survey= face a problem of uninformed
salesmen of abur as the salesmen of 0@@ or GD8 were highly informed
about their work. #etailers said that the salesmen were not regular with
their visits and many a times they never turn up to take the orders even.
9o sales force should be given proper training and should be properly
informed and proper check should be kept on them.
6ew retailers had issues with the distributor of abur, so the authorities
should take immediate actions to find out the differences and take
61
corrective action. In particular they had issues regarding the e-change of
abur products.
abur should run some programmes or meetings to have direct
retailer ( manufacturer interaction so as to know if there are any loopholes in
the chain of manufacturer to distributor to retailer. It is difficult for the retailer
to reach to the company in case of any issues with the distributor or the
product, so this interaction session can really act as a bridge to fill the gap
between the company and the retailer.
TAPPING THE RURAL MARKET"
Genetration in rural market is just A,K, so there is huge potential in
the rural market.
7ompanies face a daunting task in communicating about their
products to the consumer due to lack of literacy and failure of traditional
media to penetrate in the rural households. 0ence, the advertising mi- has to
be more towards non&conventional yet effective medium like Guppetry, 6olk
Theater D 9ong, 5all Gainting, emonstration, Gosters, 1gricultural 8ames,
J8)s network, etc.
1s people are budget conscious in rural areas so they should be
convinced that they are getting value for their money by buying your product.
#ole of retailer is also very important in rural markets, because he
would be one who provides information regarding %uantity of pack,
promotional schemes, influences of advertisement3 consumer feedback etc to
company .9o the retailer plays a very big role here. The rural customer goes
to the same shop always to buy his things. 1nd there is a very strong bonding
in terms of trust between the two. The buying behavior is also such that the
customer doesn2t ask for the things by brand but like && "paanch rupey waali
chaye Dena". Jow it is on the retailer to push whatever brand he wants to
push as they can influence the buyer very easily and very strongly on the
preferences.
62
Chapter X
B)%.)-/raph0

63
BIBLIOGRAPHY
www.dabur.com
www.irma.ac.in>research and publication>rpUdetail.phpWrpUidX*,*
www.indianmba.com>faculty Ucolumn>fc?A/>fc?A/.html
www.dspace.mdi.ac.in>dspace>bitstream>A?/*+.OFB>?OA>A>retailYformats.pdf
http;>>timesofindia.indiatimes.com
RE$ERENCES"
A. 8upta, sunil <ABB/=, reflections on "impact of sales promotions on when,what,
and how much to buy, journal of marketing research <jmr=, nov,vol./, issue
*,page +??.
?.patronage behaviour of indian rural customers, south asian journal of
management, july&sep ?,,*, vol.AA, issue no./.
64
Chapter XI
APPENDIXF ANNEXURE

65
AUESTIONNAIRE B Reta).erG
A. J1$Q )6 T0Q #QT1I@Q# RRRRR..
?. 1#Q99 )6 T0Q 90)G RRRRR...
/. ) L)H 9Q@@ T0Q 6)@@)5IJ8 G#)H7T9W
a= Tooth pasteRRRRRRRRRR..yes>no
b= Toilet cleanerRRRRRRRRRR.yes>no
c= $alted health drinkRRRRRRRRyes>no
d= hajmolaRRRRRRRRRRRR..yes>no
e= coconut oilRRRRRRRRRRR..yes>no
*. 1#Q T0Q 6)@@)5IJ8 :#1J9 1C1I@1I:@Q 1T L)H# )HT@QTW
a= babool.................................................yes>no
b= saini freshRRRRRRRRRRR yes>no
c= 7hawyan junior............................... yes>no
d= hajmola pudina................................. yes>no
e= anmolRRRRRRRRRRRRR yes>no
+. IJ 501T !H1JTITL #1TI) ) L)H 01CQ T0Q9Q 6)@@)5I8
G#)H7T9W
a= :abool; 7olgateDpepsodentRRRRRRRRRR
b= 9aini fresh; harpicRRRRRRRRRRRRRR
c= 7hawyan junior; bournvitaDhorlicksRRRRRR...
d= 0ajmola pudinaRRRRRRRRRRRRRRR.
e= 1nmol; parachuteRRRRRRRRRRRRRRR
66