Professional Documents
Culture Documents
Faculty of Management
on
Degree
SUBMITTED TO SUBMITTED BY
MR. UMANG ANAND
JYOTI
HEAD OF DEPARTMENT FACULTI OF
MANAGEMENT Roll-1662070017
Co-operation and building up of moral are the essence of success. These are two factors that go
a long way in achieving it. It is a Herculean task, which lacks these two determinants of
success. Summer training was an exposure to corporate environment. It was an opportunity and
great pleasure for me to be in such an environment and having interaction with concerned
people.
I express my deep sense of gratitude to our Respected H.O.D Mr. UMANG ANAND.
G.C.R.G. Memorial Trust’s Group of Institutions” for providing me this opportunity to undergo
summer training as per their summer internship program.
I express my heartily respect and profound thanks seniors for their enlightening and meticulous
guidance for the consummation and evaluating of this project.
Finally, to my parents, for all the care and support with which they overwhelmed me through
long months of compiling the report.
I sincerely hope that my first venue in this field is appreciated. Offering thanks.
Jyoti
Roll no.-1662070017
DECLARATION
JYOTI
LUCKNOW
College Certificate
Company Certificate
Table of Content
ANNEXURI
Project Summary
Research objective:-
Results:-
The old prophecy that once a customer is a customer has become a myth in the present day
competitive world. Brand image is no longer works a magic with the consumer. So to hold the
customer to the brand and attract new consumers the company must produce products that are
efficient and competent along with its marketing activities that help in sales of the product.
After analyzing the response of the consumer interviewing through questionnaire and
observation the following were found in the study.
Conclusions:-
As a new product so people are not able to digest it yet Dabur is getting 8 crores from Vatika
hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores. As the strategies
perceptions and cover them into realities. It is an expensive proposition requiring huge
Chapter-1
interests in HAIR CARE, ORAL CARE, HEALTH CARE, SKIN CARE, HOME CARE
and FOODS. From its humble beginnings in the bylanes of Calcutta way back in 1884 as an
Ayurvedic medicines company, Dabur India Ltd has come a long way today to become a
leading consumer products manufacturer in India. FOR THE PAST 125 YEARS, WE HAVE
Through our comprehensive range of products, we touch the lives of all consumers, in all
age groups, across all social boundaries. And this legacy has helped us develop a bond of
trust with our consumers. That GUARANTEES you the BEST IN ALL PRODUCTS
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of US$1 Billion
(over Rs 5,000 Crore) & Market Capitalisation of US$4 Billion (Rs 20,000 Crore). Building on
a legacy of quality and experience of over 127 years, Dabur is today India’s most trusted
name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India
is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic products.
Dabur's FMCG portfolio today includes five flagship brands with distinct brand identities --
Dabur as the Master brand for natural healthcare products, Vatika for premium personal care,
Hajmola for digestives, Réal for fruit juices and beverages and Fem for fairness bleaches and
skin care products. Dabur today operates in key consumer products categories like Hair Care,
Oral Care, Health Care, Skin Care, Home Care and Foods. The company has a wide
distribution network, covering over 2.8 million retail outlets with a high penetration in both
urban and rural markets. Dabur's products also have a huge presence in the overseas markets
and are today available in over 60 countries across the globe. Its brands are highly popular in
the Middle East, SAARC countries, Africa, US, Europe and Russia. Dabur's overseas
revenue today accounts for over 30% of the total turnover.The 125-year-old company,
promoted by the Burman family, had started operations in 1884 as an Ayurvedic medicines
company. From its humble beginnings in the bylanes of Calcutta, Dabur India Ltd has come a
long way today to become one of the biggest Indian-owned consumer goods companies with
the largest herbal and natural product portfolio in the world. Overall, Dabur has successfully
enterprise. What sets Dabur apart from the crowd is its ability to change ahead of others and
1.1.2Dabur At-a-Glance
Dabur India Limited has marked its presence with significant achievements and today
commands a market leadership status. Our story of success is based on dedication to nature,
corporate and process hygiene, dynamic leadership and commitment to our partners and
stakeholders. The results of our policies and initiatives speak for themselves.
Leading consumer goods company in India with a turnover of Rs. 5,283 Crore (FY12),2 major
strategic business units (SBU) - Consumer Care Business and International Business
Division (IBD),2 Subsidiary Group companies - Dabur International and NewU and several
step down subsidiaries: Dabur Nepal Pvt Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian
Consumer Care (Bangladesh), Asian Consumer Care (Pakistan), African Consumer Care
Jaquline Inc. (USA).17 ultra-modern manufacturing units spread around the globe Products
marketed in over 60 countries.Wide and deep market penetration with 50 C&F agents, more
than 5000 distributors and over 3.4 million retail outlets all over India
Consumer Care Business adresses consumer needs across the entire FMCG spectrum
through four distinct business portfolios of Personal Care, Health Care, Home
Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola, Dabur Honey, Glucose, Fem
Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market
share. Vatika has been the fastest growing hair care brand in the Middle East.
Hajmola tablets in command with 60% market share of digestive tablets category.
About 2.5 crore Hajmola tablets are consumed in India every day.Leader in herbal
digestives with 90% market share.Consumer Health Division (CHD) offers a range
of classical Ayurvedic medicines and Ayurvedic OTC products that deliver the age-old
benefits of Ayurveda in modern ready-to-use formats Has more than 300 products sold
through prescriptions as well as over the counter. Division also works for promotion of
customers across different international markets, spanning Nepal, Bangladesh, the Middle East,
North & West Africa, EU and the US with its brands Dabur & Vatika
Principles-
business needs.
We all are leaders in our area of responsibility, with a deep commitment to deliver results. We
People Development-People are our most important asset. We add value through result driven
Consumer Focus-We have superior understanding of consumer needs and develop products to
Team Work-We work together on the principle of mutual trust & transparency in a boundary-less
Integrity-We are committed to the achievement of business success with integrity. We are honest
Focus on growing our core brands across categories, reaching out to new geographies,
technology
Be the preferred company to meet the health and personal grooming needs of our target
consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge
quality personnel
Early
Ayurvedic medicines
1900s
Founding Thoughts "What is that life worth which cannot bring comfort to others"
The doorstep 'Daktar' The story of Dabur began with a small, but
Bengal. His mission was to provide effective and affordable cure for
Dr. Burman undertook the task of preparing natural cures for the killer
diseases of those days, like cholera, malaria and plague. Soon the news
of his medicines traveled, and he came to be known as the trusted 'Daktar' or Doctor who came
up with effective cures. And that is how his venture Dabur got its name - derived from the
Devanagri rendition of Daktar Burman. Dr. Burman set up Dabur in 1884 to produce and
dispense Ayurvedic medicines. 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
1.1.8 Milestones- 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 come a
long way in popularising and making easily available a whole range of products based on the
traditional science of Ayurveda. And Dabur 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
Dabur identifies nature-based Ayurvedic medicines as its area of specialization. It is the first
Company to provide health care through scientifically tested and automated production of
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.
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.
Addressing rural markets where homemade oral care is more popular than multinational
brands, Dabur introduces Lal Dant Manjan. With this a conveniently packaged herbal
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
1979 - Commercial production starts at Sahibabad, the most modern herbal medicines
1989-Care with funThe Ayurvedic digestive formulation is converted into a children's fun
product with the launch of Hajmola Candy. In an innovative move, a curative product is
Dabur establishes its leadership in health care as one of only two companies worldwide to
launch the anti-cancer drug Intaxel (Paclitaxel). Dabur Research & Development Centre
(DRDC) develops an eco-friendly process to extract the drug from its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
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
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.
With the setting up of Dabur Oncology's sterile cytotoxic facility, the Company gains entry
into the highly specialised 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
crore
2003 - Dabur demerges Pharmaceuticals business
Dabur India approved the demerger of its pharmaceuticals business from the FMCG business
into a separate company as part of plans to provider greater focus to both the businesses. With
this, Dabur India now largely comprises of the FMCG business that include personal care
products, healthcare products and Ayurvedic Specialities, while the Pharmaceuticals business
would include Allopathic, Oncology formulations and Bulk Drugs. Dabur Oncology Plc, a
As a reflection of its constant efforts at achieving superior quality standards, Dabur became
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.
As part of its inorganic growth strategy, Dabur India acquires Balsara's Hygiene and Home
products businesses, a leading provider of Oral Care and Household Care products in the
Dabur India announced issue of 1:1 Bonus share to the shareholders of the company, i.e. one
share for every one share held. The Board also proposed an increase in the authorized share
capital of the company from existing Rs 50 crore to Rs 125 crore.
Dabur India crosses the $2-billion mark in market capitalisation. The company also adopted
US GAAP in line with its commitment to follow global best practices and adopt highest
Moving forward on the inorganic growth path, Dabur India decides to raise up to $200 million
from the international market through Bonds, FCCBs, GDR, ADR, QIPs or any other
securities.The capital raised will be used to fund Dabur's aggressive growth ambitions and
Dabur Foods unveiled the new packaging and design for Real at the completion of 10 years of
the brand. The new refined modern look depicts the natural goodness of the juice from freshly
plucked fruits.
Dabur India announced its foray into the organised retail business through a wholly-owned
subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish its presence
in the retail market in India with a chain of stores on the Health & Beauty format.
Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with itself to
extract synergies and unlock operational efficiencies. The integration will also help Dabur
sharpen focus on the high growth business of foods and beverages, and enter newer product
categories in this space.
Dabur India acquires Fem Care Pharma, a leading player in the women's skin care market.
Besides an entry into the high-growth skin care market with an established brand name FEM,
this transaction also offers Dabur a strong platform to enter newer product categories and
markets.
Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand. Dabur Red Toothpaste
crosses the billion rupee turnover mark within five years of its launch.
Dabur makes its first overseas acquisition, buying Hobi Kozmetik Kozmetik Group, a leading
Dabur acquired 100% equity in Namasté Laboratories LLC of the US for $100 million. This
marks Dabur’s entry into the fast-growing ethnic hair care products market in U.S., Europe
and Africa.
Dabur enters professional skin care market with the launch of OxyLife Professional Facial
Dabur India Ltd. launches its first-ever online shopping portal www.daburuveda.com With
this, Dabur is the first Indian FMCG company to launch a dedicated online shopping portal
for its beauty products range. The portal will be the online gateway for consumers to know,
understand, buy and gift the exclusive Dabur Uveda range of skincare products.
Dabur India Ltd acquired Ajanta Pharma’s over-the-counter energizer brand ’30-Plus’.
Dabur India Ltdsets up new subsidiary in Sri Lanka – Dabur Lanka (Pvt.) Ltd. The company
will establish a new export-oriented manufacturing facility for producing a range of fruit-
Dabur India Ltd launches Dabur Almond Hair Oil, a one-of-its-kind product that offers
Dabur Group
With a basket including personal care, health care and food products, Dabur India Limited has
set up subsidiary Group Companies across the world that can manage its businesses more
efficiently.
Given the vast range of products, sourcing, production and marketing have been divested to the
Dabur Worldwide
Dabur's mission of popularizing a natural lifestyle transcends national boundaries. Today, there
is growing global awareness on alternative medicine, nature-based and holistic lifestyles and an
interest in herbal products. Dabur has been in the forefront of popularizing this alternative way of
life, marketing its products in more than 60 countries all over the world. Over the years, Dabur's
overseas business has successfully transformed from being a small operation into a multi-
location business spreading through the Middle East, North Africa, West Africa and South Asia.
Our Products Worldwide- We have spread ourselves wide and deep to be close to our overseas
consumers. Our overseas product portfolio is tailor-made to suit the needs and aspirations of our
growing consumer base in the international markets. Offices and representatives in Europe, UK,
America and Africa.A special herbal health care and personal care range successfully selling in
markets ranging from the Middle East, Far East, North Africa and Europe. Inroads into several
European and American markets that have good potential due to resurgence of the back-to-nature
international quality benchmarks, to Europe, Latin America, Africa, and other Asian countries.
Export of food and textile grade natural gums, extracted from traditional plant sources.
Partnerships & Production- Strategic partnerships with leading multinational food and health care
companies to introduce innovations in products and services. Six modern manufacturing facilities
spread across South Asia, Middle East and Africa to optimise production by utilising local
Mr. Sunil Duggal took over as the Chief Executive Officer of Dabur
Co. Ltd for a short period. In 1994, he moved to Pepsi Foods as GM,
SalesOperation.In 1995, he joined the Dabur family as General Manager (Sales & Marketing) of the
Family Products Division with products like Dabur Amla, Lal Dant Manjan and Vatika in his
portfolio. This Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika
was also launched during this period and is now the Company's second biggest brand. With his
dynamic spirit and leadership abilities, he soon became Vice-President and SBU-Head of the Family
Products Division. In July 2000 Mr. Duggal was appointed Director Sales and Marketing of Dabur
India Limited. And in 2002, he became the CEO of the Company - a professional with valuable
Spanning a career of over 20 years, Mr. Sunil Duggal has travelled widely across India and handled
diverse portfolios that have helped him understand the dynamics of FMCG businesses and market
trends. He is well versed in the intricacies of India's regional diversities and consumer needs.
Mr. Duggal lives in Delhi with his wife and one child. Whenever he gets a break from his official
responsibilities, Mr. Duggal likes to spend time at home with his family and an occasional round of
golf.
1.1.12 Corporate Governance- Good corporate governance and transparency in actions of the
management is key to a strong bond of trust with the Company’s stakeholders. Dabur understands
the importance of good governance and has constantly avoided an arbitrary decision-making process.
1.1.13 Corporate Citizenship- When our Founder Dr. S. K. Burman first established Dabur, he
had a vision that saw beyond the profit motive. In his words, "What is that life worth which cannot
bring comfort to others." This ideal of a humane and equitable society led to initiatives taken to
give back some part of what Dabur has gained from the community. Our major initiatives in the
Social sector include: Establishment of the Sustainable Development Society, or Sundesh, in 1993
- a non-profit organization to promote research and welfare activities in rural areas; Promoting
health and hygiene amongst the underprivileged through the Chunni Lal Medical Trust; and
Organizing the Plant for Life programme for schoolchildren - to create environmental awareness
Indian sages and men of wisdom have understood and appreciated the value of nature and its
conservation. Our ancestors recognized that if we grabbed from nature beyond what was healthy, it
would lead to all round degradation, and even the extinction of humanity. That is why nature was
Today, we at Dabur also value nature's bounty. Without the fruits of nature, the vision of Dabur
would never have been fulfilled. And that is the reason for our unfailing commitment to ecological
conservation and regeneration. We would like to follow the principles of our ancient texts, which
say: "Dehi me dadami te" - "you give me, and I give you".
Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from which all our products are
derived. Due to overexploitation of these resources and unsustainable practices, these plants and
herbs are fast reaching the point of extinction. In view of this critical situation, Dabur has initiated
some significant programmes for ecological regeneration and protection of endangered plant
species.
the project, a high-tech greenhouse facility has been set up for developing saplings of rare and
endangered medicinal plants. Fully computer-controlled and monitored, this greenhouse maintains
the highly critical environmental parameters required for their survival. We are also developing
quality saplings of more than 20 herbs, 8 of them endangered, through micro propagation.
In addition, satellite nurseries spread across mountain villages and contract cultivation of
medicinal herbs helps in maintaining the ecological balance. These measures have also helped
provide local cultivators the scientific knowledge for harvesting herbs and a steady source of
income. So that they are not forced to exploit the environment to earn a livelihood.
we would like to bequeath a world not bereft of nature. But full of flowering and fruit bearing
trees, animals, birds and humans living in good health and complete harmony.
1.1.14 IT Initiatives
At Dabur India Limited, knowledge and technology are key resources which have helped the
Company achieve higher levels of excellence and efficiency. Towards this overall goal of
technology-driven performance, Dabur is utilizing Information Technology in a big way. This
will help in integrating a vast distribution system spread all over India and across the world. It
will also cut down costs and increase profitability.
Our major IT Initiatives
Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April 2006
for all business units. Implementation of a country wide new WAN Infrastructure for running
Future Challenges
Implementation of new POS system at Stockist point and integration with SAP-ERP.
At Dabur, environment and nature is the lifeline of our business. With a portfolio of Ayurveda
and nature-based products, conservation of nature & natural resources is deep rooted in our
organizational DNA, and in every aspect of our ever-growing business. We, at Dabur, have not
merely incorporated the concept of sustainability into the core of our business but have, in fact,
expanded it to encompass our aspirations and responsibilities to the society and to the
environment. It is this concept that inspires us to optimize our business performance to tackle the
new and growing challenges of environment and technology.It is a concept on which we aspire to
build an organization that will continue to increase value for all our stakeholders for generations
13.8% reduction in the Company’s energy bill in the 2008-09 fiscal alone. What was
noteworthy was the fact that this reduction has come despite an 8-9% volume increase in
manufacturing, and an average 11.7% increase in cost of key input fuels.The host of measures –
key among them being use of bio-fuels in boilers, generation of biogas and installation of energy
efficient equipment – helped lower the cost of production, besides reduce effluent and improve
Dabur has also made continuous efforts towards technology absorption and innovation, which
concentration time. Uniform heating in VTDs by hot water as against steam earlier, resulting in
30% reduction in bulk wastage by using non-stick coating and formulation change. Improvement
in water treatment plant through introduction of RO (Reverse Osmosis) system for DM water,
reutilization of waste water from pump seal cooling and RO reject waste-water management.
Introduction of water efficient CIP system with recycling of water in fruit juice manufacturing.
Development of in-house technology to convert fruit waste into organic manure by using the
culture Lactobacilus burchi.The Company has achieved a host of significant benefits in terms of
Renewing the commitment to Health Safety and Environment, Dabur has formulated a policy
focusing on People, Technology and Facilities. A dedicated “Safety Management Team” has
also been put in place to work towards the prevention of untoward incidents at the corporate and
unit level, besides educate & motivate employees on various aspects of Health, Safety and
Environment. The Company is also continuously monitoring its waste in adherence with the
pollution control norms. In pursuance of its commitment towards the society, efforts have also
been initiated to conserve and maintain the ground water level. The efforts include
implementation of rainwater harvesting, which has delivered encouraging results and has put the
Carbon Foot Print Study at the unit level with an aim to become a carbon positive Company
in years to come. At Dabur, we are committed to sustainable development throughout our diverse
operations. And, we will strive to translate the good intentions into concrete and lasting
Foods:
Real
Real Activ
Hommade
Lemoneez
Capsico
Health Care:
Baby Care
Health Supplements
Dabur Chyawanprash
Dabur Glucose D
Digestives
Hajmola Yumstick
Anardana
Hajmola
Hajmola Candy
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
Nature Care
Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi
Dabur Balm
Sarbyna Strong
Personal Care:
VatikaHennaConditioning Shampoo
Oral Care:
Babool Toothpaste
DaburBinaca Toothbrush
Skin Care
Gulabari
Ayurvedic Specialities
Ayurveda
Ayurveda Vikas
Rural-urban profile
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well-
established distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labour costs and
presence across the entire value chain gives India a competitive advantage.
The FMCG market is set to treble from US$ 14.6 billion in 2008 to US$ 33.4 billion in 2015.
Penetration level as well as per capita consumption in most product categories like jams,
toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class and the rural segments, presents
With 200 million people expected to shift to processed and packaged food by 2010, India
India is one of the largest emerging markets, with a population of over one billion. India is
middle class base of 300 million. Around 70 per cent of the total households in India (188
million) reside in the rural areas. The total number of rural households are expected to rise
from 145 million in 2007 one of the largest economies in the world in terms of purchasing
power and has a strong -08 to 153 million in 2009-10. This presents the largest potential
market in the world. The annual size of the rural FMCG market was estimated at around US$
14.5 billion in 2007-08. With growing incomes at both the rural and the urban level, the
Urban Rural
An average Indian spends around 40 per cent of his income on grocery and 8 per cent on
personal care products. The large share of fast moving consumer goods (FMCG) in total
individual spending along with the large population base is another factor that makes
The Vatika brand was launched in 1995 with Vatika Hair Oil as its first product. In the very
first year of its launch it crossed Rs. 100 million in turnover. Over the years, Vatika has
come to be amongst the company’s highest selling brands. It was joined in 1997 by Vatika
Henna Cream Conditioning Shampoo and later, in 2000, by Vatika Anti-Dandruff Shampoo.
In 2003, brand sales crossed Rs. 1,000 million. From the company’s perspective, Vatika is
expected to continue to drive its growth in the years to come. With its innovative offerings,
the brand aims to become a frontrunner in the market for hair care and skin care
qualitatively influential and pioneering role that it has played in the evolution of the
categories it has had a presence in. Currently, the total annual sales of Vatika products are
over Rs. 1,000 million. Of this, Vatika Hair Oil enjoys a 6.4% market share in the coconut
hair oil category (Source: ACNielsen ORG-MARG, 2007).Vatika has not just been
successful in garnering a premium image but, today, stands as the preferred and trusted
Segmentation
Vatika Hair Oil was launched at an almost 100% premium to the market leader. This meant
that the segment of the market that dabur wanted to cater to was the premium segment
which valued nourishment of the hair above the price and it tried to attend to that segment
Targeting
This was in line with its proposition and overall brand strategy of a premium up-market
product targeted for individual needs as opposed to the collectivist culture of the category. It
targeted the high-income urban category of hair oil users. Since the product was expensive
it could mainly cater to the urban market as opposed to the rural market where consumers
are highly price sensitive. Being positioned as having amla, henna and lemon extracts, the
achievement-driven and confident women who were positioned as the Vatika Woman.
Positioning
‘Total hair Care’ brand: The product innovation was fed by the vital consumer insight that
many women in contemporary India are worried about hair problems caused by urban
pollution, frequent change of diet due to geographical mobility and other factors. Beset by
modern-day hair problems, they are far more inclined to rely on homegrown remedies. By
offering hair oil that combined the benefits of natural products in a single pack, Vatika
“Natural” offering: Vatika is a brand that espouses traditional wisdom about health in a
modern format. It believes that nature has perennial answers to day-to-day health issues,
particularly when it comes to hair care and skin care. In a world where modern living causes
untold stress the Vatika brand holds out the promise of providing natural ingredients that
rejuvenate and safeguard the human body in an extraordinary way. This concept is put to
The Vatika woman: The Vatika woman is young, contemporary, educated, multi-faceted,
achievement-driven and confident. It is in the Vatika brand that she sees a true reflection of
her own personal ideals. Through creation of the concept of Vatika woman, it has tried to
carve out a new positioning in the minds of the new age woman.
Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy,
easy availability and promotion campaigns. In the marketing mix of Dabur, we shall be
discussing the 4 Ps of marketing mix with respect to Vatika Hair Oil. The mix shall be
analyzed as followed:
Product
Price
Place
Promotion
• Brand Marketing
Names
• Services
PRODUCT:
Innovative product offering:. Vatika Hair Oil is coconut hair oil with special ingredients
adding value to the product. While coconut oil has been regularly used by Indian women as
a basic hair nutrient, a combination of herbs and natural products such as henna, amla and
Coconut hair oil provides nourishment to the hair, while henna along with other herbs coat
the hair and protect it from oxidation, thereby maintaining its natural colour. Amla
strengthens hair roots and helps maintain their natural health and thickness. Lemon with its
Apart from henna, amla and lemon, it also contains other natural ingredients like brahmi,
thousands of satisfied consumers, have been further underlined by its attractive packaging.
In a category dominated by blue packs as analogous of pure coconut oils, Vatika broke the
norm with its white and green bottle with a mushroom cap. The green-and-white colors,
used in its packaging, reflect the brands’ natural ancestry and give it a premium look. These
also help Vatika stand out in the cluttered environment of Indian retail.
Available in:
Quality: Vatika products contain natural ingredients that have been blended together
Foundation has more than 100 scientists working together to make superior quality products
PRICE/QUALITY MATRIX
Price→
↓
Luxury Ideal For Premiere
VATIKA
Overpriced Average Real
Middle
Bargain
PLACE
Vatika products including Vatika Hair Oil are sold in 38 countries through more than 15
lakh retail outlets and 5,000 distributors who service the entire country through a wide
marketing network.
Dabur’s distribution network extends beyond India in the following countries as well:
Distribution Network
Australia
Asia
Middle East
Promotion
Vatika – the key focus brand of the company – has always been well supported. The
company realized early that, from the perspective of brand building, it was vital to invest
in this brand.
Vatika Hair Oil’s first promotion: It focused on the key benefit – beautiful hair
without hair problems – that came about as a result of the extra nourishment through the
marketing objective was to create conceptual awareness about the new product – the
goodness of coconut oil enriched with natural herbs. Vatika was firmly established as the
leader in the new category of value-added hair oils and its promotion campaign was so
successful that the product segment itself came to be identified with Vatika.
In 1997, the company created a new promotion campaign, which reinforced the obvious
fact that most coconut oil brands were, not equipped to combat the effects of pollution,
hard water and chemicals – the major causes of hair ailments and hair deterioration.
Dabur Chyawanprash is the market leader in the Chyawanprash segment. It comes under
the category of health supplements. The segments that it considers are growing kids,
competitive youth, ever-busy housewives and the aged. For the growing kids: In today's
competitive environment, the children are under high pressure to excel. For the
competitive youth: Modern life keeps the youth busy and demands them to be active and
efficient. For ever-busy housewives: The 'homemaker' needs to be fit in order to shoulder
all responsibilities. For the aged: Old age weakens a person physically and mentally.
After segmenting the population into these categories it aims to keep them fit and
healthy.
TARGETING
Traditionally, chyawanprash was supposed to be a health supplement for the aged and
kids. Dabur Chyawanprash (DCP) is now targeting adults, housewives, youth and kids.
This it is trying to achieve through its promotion activities by making Amitabh Bacchan
and Vivek Oberoi do the endorsement act. Amitabh has been projected as a user of
today’s demanding lifestyle. Vivek, who represents an urban ambitious non-user with a
mindset that Chyawanprash is not for him, meets his moment of truth when
outperformed by a young Chyawanprash user, thus reaching out to kids. His final
conversion from a non-user to a Chyawanprash user connects with the Youth. These two
ads complement each other and connect very well with the targeted consumers.
POSITIONING
"Andar se strong”: Dabur chyawanprash has the tag line "Andar se strong” By using a
natural language instead of scientific language it is able to connect with the consumers
and is able to achieve a better positioning in the minds of the Indian health conscious
employing the category language it loses any chance of expressing its own benefit
distinctively.
system, relieving stress, improving stamina, fighting aging through anti-oxidant property,
improving lung function, fighting respiratory infections & building resistance to disease.
The brand conveys this health conscious holistic view of the product.
Brand Trust: Over 100 years of Dabur’s experience in Ayurveda ensures selection,
processing and quality control of right herbs along with scientific and clinical studies –
makes DCP a trustworthy offering for consumers. Consumers view DCP as a product by
a trusted brand and therefore do not need to think twice before making a purchasing
decision.
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering, pricing strategy, easy availability and
marketing mix with respect to Dabur Chyawanprash. The mix shall be analyzed as
followed:
Product
Price
Place
Promotion
Product Price Promotion Place
Dabur Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent. In 50s Dabur pioneered the concept of branded Chyawanprash and
since has invested heavily in product development, clinical studies and consumer
through anti-oxidant property, improving lung function, fighting respiratory infections &
Special
Available in:
Dabur Chyawanprash is available in three sizes to cater to the needs of different types of
people.
PRICE
second-degree price discrimination i.e. more the quantity, lower the price.
1kg Rs.175.00
500gms Rs.100.00
Price→
↓
Luxury Ideal For Premiere
CHYAWANPRASH
Dabur has a very wide distribution of its products through 1.6 million retail outlets and
50 C & F agents all over India who distribute products to the retailers. A distribution of C
Dabur’s distribution network extends beyond India in the following countries as well:
The key competitor’s of Dabur in the Hair Oil segment are Keo Karpin, Emami, Bajaj,
Marico, HLL, which together with Dabur have about 64% of India's domestic market.
Dabur is one of India's largest players in the hair oil segment and the fourth largest
producer of FMCG. It was established in 1884, and had grown to a business level in 2003
of about 650 million dollars per year. Dabur Hair Oils have a market share of 19%.
We have tried to analyse the competition for Dabur in the Hair Care segment as follows:
Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The
pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant
presence in eastern and western India. Its share is 6% of the total hair oil market.
Emami has existence in hair oil market through Himani Navratan oil and Himani Oil.
Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh
Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market.
Bajaj has two flagship oil brands - Bajaj Brahmi Amla and Bajaj Almond Drops —
currently have a value share of 19 per cent and 12 per cent in their respective oil
categories as per ORG-Marg. Besides, the company has also decided to enhance its retail
presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to
reach the rural parts. Overall it has a market share of 4% in hair oil market.
Marico’s Parachute is premium edible grade oil, a market leader in its category.
Synonymous with pure coconut oil in the market, Parachute is positioned on the platform
of purity. In fact over time it has become the gold standard for purity. Parachute's
primary targets have been women of all age. The brand has a huge loyalty, not only in the
urban sections of India but also in the rural sector. It has a market share of 28%.
HLL has two products, Clinic Plus Hair Oil and All Clear Clinic Hair Oil. Overall it has a
The key competitor’s of Dabur in the Chyawanprash segment are Baidyanath, Zandu
and Himani, which together with Dabur have about 85% of India's domestic market.
Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of
FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650
million dollars per year, though only a fraction of that is involved with Ayurvedic
We have tried to analyse the competition for Dabur in the Chyawanprash segment as
follows:
Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917 in
Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded into the
FMCG sector with cosmetic and hair care products; one of its international products is
Shikakai (soap pod) Shampoo. Its Chyawanprash has a market share of 10%.
Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an 18 th-
century Ayurvedic. The company focuses primarily on Ayurvedic products (in 1930,
pharmaceuticals were added, but the pharmaceutical division was separated off about 30
years later).
The Emami Group, founded in 1974, provides a diverse range of products, doing 110
million dollars of business annually, though only a portion is involved with Ayurvedic
products, through its Himani line; the company is mainly involved with toiletries and
cosmetics, but also provides Chyawanprash and other health products. Its market share
PART-II
Review of Literature:-
Low Penetration(Chyawanprash)
High price(Vatika)
Market
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market means a group of people
having unmet wants, purchasing power to make their demand effective and the will to spend
their income to fulfill those wants. Today a market is equated with the total demand.
The American marketing association defines a market, ‘as the aggregate demand of potential
buyers for a product or service’.
Under keen competition, a marketer wants to create or capture and retain the market i.e.
customer demand through an appropriate marketing mix offered to a target market. The market
offering i.e. supply must meet customer demand, which are unmet needs and desires.
Marketing
Marketing is a comprehensive term and it includes all resources and set of activities necessary
to direct and facilitate the flow of goods and services form the producer to the consumer
through the process of distribution. Businessmen regards marketing as a management function
to plan promote and deliver products to the clients or customers. Human efforts, finance and
management constitute the primary resources in marketing.
1. Matching the product with demand i.e. customer needs and desires or the target market.
2. The transfer of ownership and possession at every stage in the flow of goods from the
primary producer to the ultimate consumer.
The American marketing association defines marketing as the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational objectives.
Research Problem:-
RESEARCH METHODOLOGY
Review of Literature
The Customer Perception Report includes questions in four key areas, Expectations,
Purchase Decisions, Customer Service, and Future Purchases. So the customer should be
invited to participate in the survey. Setting realistic expectations during the sales process is a
vital component of making happy customers. How a company sets and meets product and
service expectations plays a pivotal role in fashioning customer opinions. How a company
meets or exceeds expectations is measured in three important areas: product/service, support,
and price. These three areas will be used to factor a score for the Expectations category. The
results of the three questions will be used to factor an overall expectations perception score.
The Purchase Decision category gives us a better understanding of how the customer perceives
the purchase process. Two key areas for questions include an open ended question on why they
purchased and a ratings question on their experience. The rating
Question data will be used for the analysis of Purchase Decision category. The open ended
responses from the “Why” questions will be used for product strengths analysis. The results of
the purchase experience question will be used for the overall Purchase perception analysis.
Customer service is one of the most important differentiations a company can have. For this
report, customers will rate a company in three key areas: customer service, timeliness for
problem resolution, and expertise. These three areas will be used to factor a score for the
Customer Service category.
Research Objective:-
Research Hypothesis:-
Research Design:-
Literature review is one of the prime parts of every project. The very basic purpose of the
literature review is to gain insight on the theoretical background of the research problem. It
helps the researcher to gain strong theoretical basis of the problem under study and also help to
explore whether any one has done research on the related issue. That’s why literature review
helps one to find out the path of problem solving. In this regards the very basic purpose of the
literature review in this dissertation is same as mentioned
Methodology
The research will be done through survey method. The collection of data will be done through
questionnaire, interview and related websites
The sample size taken for this research is 100 customers those who having HERO motor
bikes.
The collection of data will be done with the help of a structured questionnaire. The
designing of questionnaire needs precision and classification of the subject, so that the
respondents can easily understand the question and can answer it sincerely and correctly.
Sources of Data:-
Primary data
Primary data consists of original information for the specific purpose at hand. It is first
hand information for the direct users of respondents. The tools used to collect the data may
vary and can be collected through various methods like questionnaire, personal interview
Secondary data
Secondary data is the data which is already been collected and assembled. This data is
available with the companies or firms and it can be collected from newspapers, periodicals,
magazines, websites etc.
Sample Design
The sample size taken for this research is 100 customers having HEROmotorbikes.
Sampling Technique
Statistical techniques
1. Bar Diagrams
2. Pie-Chart
Statistical tools
Statistical software like Microsoft Excel
Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product,
price, promotion and distribution of the 4p’s of the marketing mix.
Marketing research is concerned with all those factors, which have a direct impact upon the
marketing of products and services. Marketing research has grown along with the expanded
role of marketing as the focus for the business decision-making.
Customer
A person who purchase or has the capacity to purchase the goods of service often for sale by
the marketing firm in order to satisfy personal need and desires.
Perception
Perception is the sensing of stimuli external to the individual organism the act or process of
comprehending the world in which the individual exists.
Perception has been defined by social psychologists as the “Complex process” by which
people select organize and interpret sensory stimulation in to a meaningful and coherent
picture of the work.
Major Factors Influencing Consumer Behavior
Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior.
The roles played by the buyers culture, subculture and social class are particularly important.
Culture refers to that complex whole which includes in it knowledge, beliefs, art
or anything man acquires as a member of society.
Social Factors
Reference Groups
A persons reference groups consists of all the groups that have a direct or indirect
influence on the person’s attitudes or behavior.
Family
The family is the most important consumer buying organization in the society
and it constitutes the most influential primary reference group.
Age and stage in the life cycle People buy different goods and services over their
lifetime. Taste in clothes, furniture and recreation is all age related.Consumption is shaped by
the family life cycle. Marketers often choose life-cycle groups as their target market.
Lifestyle
People from the same subculture, social class, and occupation may lead quite
different lifestyles. A lifestyle is the person’s pattern of living in the world expressed in
activities, interest’s ands opinions. Lifestyle portrays the world person interacting with his or her
environment. Personality and self concept Each person has a distinct personality that influences
buying behavior. It is that distinguishing psychological characteristics that lead to relatively
consistent and enduring responses to environment. Related to personality is self-concept or self
image. Marketers try to develop brand images that match target markets self image.
Psychological Factors
Motivation
Person has many needs at a given time. A need becomes a motive when it is
aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive
the person to act.
Perception
Learning
When people act they learn. Learning involves changes in an individual’s
behavior arising from experience. Learning theory teaches marketers that they can build up
demand for a product by associating it with strong drives, using motivating cues and positive
reinforcement.
Through doing and learning, people acquire beliefs and attitudes. These in turn
influence buying behavior. A belief is a descriptive thought that a person holds about something.
The beliefs make up product and brand images and people act on these images.
Research Hypothesis:-
2.2 LIMITATIONS
Training is a costly affair for the management. It needs a handsome amount and long time. So
management has to play safe game for the benefits of the company as well as the workers. One
wrong decision may enforce the company to fall into deep troubles. So selecting the weak
areas of staffs and workers should be done very carefully. For that the management should be
conduct a test. For providing an effective training, company requires a knowledgeable trainer.
Selecting a particular trainer is again a difficult job. Trainer demands handsome money.
To conclude, it is very clear that training should be provided but not at the loss of the company.
It is very costly and time taking affair. But it is most important for the development of the
a) Due to lack of time (i.e., Two months) it is not possible to reach all respondents.
Chapter III
"big picture" of what a company will do in some market in order to gain a competitive
written statement of a marketing strategy with the time - related details as well as the
• have decided on the nature of your business and you know that your business idea is
• feasible;
• have also identified your market and decided on your target market;
• know what the needs of your customers are and you have identified and assessed your
• Competition.
• them;
These four decision variables are the ingredients of the so-called marketing mix. Your task is to
create these elements effectively in order to market your product/service to the target market in
an optimal way.
The MARKETING MIX consists of all the controllable variables the company puts together
to satisfy its target market. A typical MARKETING MIX includes decisions regarding the
product, the price of the product, how to promote the product and how to get the product to the
All these variables are controllable elements in the marketing mix and can be reduced to four
basic ones, each starting with a P (also known as the four Ps):
• Product.
• Place.
• Price.
• Promotion.
The four Ps are those factors that you can control directly, for example, you develop your
product, you decide how to get it to the customer, you determine the price and you choose the
promotion mix. The four Ps are, as you will realize now, with the selection of your target
All four Ps are needed in a marketing mix and should therefore be tied together. When a
marketing mix is developed, all final decisions about the P's should be made. All four Ps
should be in harmony and aimed at satisfying the customer's needs in an optimum way.
You do have control over the marketing mix and can vary it to suit the needs of your customers
and the resources of your business. Customers are continuously matching their needs with the
You should now know your target market and the needs of your potential customers. From
analyzing your competitors, you can identify what they offer the target consumer through their
marketing mixes. This determines what your marketing mix and your competitive advantage
will be. All of the marketing mix elements must reinforce the image of the product or service
This area is concerned with developing the right product for the target market. This offering
may involve a physical product, a service, or a blend of both. Remember that a product is not
limited to a physical good. The important thing is that your product and/or service should
At the most fundamental level we normally talk about the core product. The core product
answers the question "what is the buyer really buying?" The woman buying a camera is not
buying a mechanical box, she is buying the opportunity to take photo's, when she want to have
and keep forms of "immortality" or precious moments. The marketers' job is to sell these core
Branding means the use of a name, term, symbol, design, or a combination of these, to
identify a product. It includes the use of brand names, trademarks, and practically all other
means of product identification. A brand name is a word, letter, or a group of words or letters.
Examples include Nike, IBM, and Kellogg's. Trademark is a legal term and includes only those
words, symbols, or marks that are legally registered for use by a single company.
Brand promotion has advantages for sellers as well as for customers. A good brand name
speeds up shopping for the customer, if the customer can immediately recognize the product,
and it will reduce the seller's selling time and effort. When customers repeatedly buy by brand,
the seller is protected against competition from other companies. Good brands can improve the
company's image, and thus speed up acceptance of new products marketed under the same
company name.
Packaging involves promoting and protecting the product. This can be important to both
sellers and customers. It can make a product more convenient to use or store. It can prevent
spoiling or damage. Good packaging makes products easier to identify and promotes the brand
In addition to branding and packaging if the formal product is a physical object, the market
may recognize it as having characteristics like a quality feel, specific features, as well as
styling. If it is a service, it may have some or all of these facets in an analogous manner.
The total product can also consist of elements like free delivery, installation, warranties,
services, maintenance systems, customer advice, financing and other things that customers
perceived to be of value.
Place is concerned with all the decisions involved in getting the right product to the target
market's environment. A product isn't of much use to a customer if it's not available where and
when it is wanted, or needed. A product reaches its target market through a channel of
Sometimes a channel system is quite short. It may run directly from a product to a final user.
This is especially common in business markets and the marketing of services. Often a channel
system is more complex and has levels, which involves different middlemen and specialists.
selling directly to a consumer. The choice of the level channel to use will be based on the
competitive advantage, offered by this level. For example, an apple farmer may choose a zero-
level channel by inviting the public to come and pick their own apples at a much lower price
A two-level channel, for example, contains two intermediaries. In consumer markets, they are
typically a wholesaler and a retailer. In industrial markets, they could be sales agents and
wholesalers and in the service market, only sales agents could be necessary.
Distribution channels could also be other than the abovementioned. For example, the Internet
is an excellent distribution channel for selling information. A comedian can also distribute his
Part of the place decision is also the layout of a store or shop. Layout is the arrangement and
should pull customers into the shop, make it easy for them to locate merchandise, compare
PRICE
In setting a price for your product, you must consider competition in the target market, and the
cost of the total marketing mix. You must also estimate customer reaction to possible prices.
Furthermore, you also should know current competitor practices such as markups, discounts,
and other terms of sale. You must be aware of legal restrictions on pricing. If customers won't
Consider what the customer is willing to pay and what the customer is likely to expect for that
price. Ask yourself whether the customer feel that he/she is getting value for money at that
price? Remember it is the customer's perception of value for money that counts, not yours.
You must set the price high enough to cover costs and earn a reasonable profit, but low enough
to attract customers and generate adequate sales volume. The right price today may be
completely inappropriate tomorrow. The reason for this: Ever changing market conditions.
For many small business people non-price competition - focusing on factors other than price -
is a more effective strategy than trying to beat larger competitors in a price war. Non-price
competition factors are: free trial offers, free delivery, lengthy warranties, money-back
guarantees, allowing for bargaining, stressing durability, quality, reputation, or special features.
The pricing policy of a business also offers important information about its overall image. The
prices charged at ladies' clothing boutique reflect a completely different image from those
charged by a chain store. High prices for some products frequently convey the idea of quality,
Competitors' prices can have a dramatic impact on your sale. You should make it a habit to
monitor your rivals' prices, especially on identical items. The following two factors are vital to
studying the effects of competition on your pricing policies: location of competitors, and the
Without the advantage of a unique business image - quality of goods sold, number of services
provided, convenient location, favorable credit terms - you will have to match local
competitors' prices or lose sales. You also have to recognize which products are substitutes for
those you sell and then strive to keep your prices in line with them.
In the initial setting of a product's price, you must try to achieve three objectives:
* Earning a profit.
• Penetration: The idea is to gain quick acceptance and extensive distribution in the
market. You introduce your product at a low price. The low profit margins may
discourage other potential competitors from entering the market with similar products.
• Skimming: The idea is to set a price well above the total unit cost and to promote the
product heavily in order to appeal to the segment of the market that isn't sensitive to
price. This technique often reinforces the unique, prestigious image of a shop and
high price until technological advancements enable you to lower your costs. The art is to
reduce the product's price sooner than that of your its competitors. Computer price
In this section, we will explain the process of setting the price of your product/service, by the
use of two case studies. The one is for retailers and the other for manufacturers.
Chapter IV
SATISFACTION LEVEL
INTERPRETATION-It was observed that the satisfaction levels are
high about the quality of the vatika hair oil.
INTERPRETATION
It was observed that the reason to buy vatika hair oil is non-sticky
45%, brand loyalty 20% fragrance 10% & price 30%.
INTERPRETATION
FREQUENCY OF PURCHASE
INTERPRETATION
INTERPRETATION
It was observed that 75% of total stock of hair oil is dabur vatika
hair oil
2.Out of these, which are the most preferred?
INTERPRETATION
INTERPRETATION
INTERPRETATION
INTERPRETATION
INTERPRETATION
INTERPRETATION
It was observed that 100% of the customers already award about the DABUR
CHYAWANPRASH
PREFERRED BRAND
INTERPRETATION
It was observed that 60% of the customers preferred the DABUR CHYAWANPRASH
SATISFACTION LEVEL
INTERPRETATION
It was observed that the satisfaction level are high of the customers about the DABUR
CHYAWANPRASH
INTERPRETATION
It was observed that 80% of the customers award about the DABUR
CHYAWANPRASH through TV, and others through media, internet etc.
UNAVAILABILITY OF PREFERRED BRAND
INTERPRETATION
It was observed that 40% of the customers could wait in case of unavailability of
DABUR CHYAWANPRASH.
INTERPRETATION
It was observed that 50% of the customers preferred 500ml pack, 30% of
customers preferred 1kg pack and 20% of customers preferred to buy 250ml pack of
DABUR CHYAWANPRASH
REASON TO SELECT PREFERRED PACK SIZE
INTERPRETATION
It was observed that 20% of customers preferred because of
availability, 40% for price, 25% for family size & 15% of customers
for storage.
FREQUENCY OF PURCHARE
INTERPRETATION
INTERPRETATION
INTERPRETATION
It was observed that 80% of total customers mostly preferred the DABUR
CHYAWANPRASH
3. According to you what are the reasons for customers’ preferences?
INTERPRETATION
It was observed that 55% of the customers buy for the purpose of brand loyalty, 30%
of customers for price & 5% of customers for availability.
INTERPRETATION
INTERPRETATION
STRENGTHS WEAKNESS
Strong presence in well defined Seasonal Demand( like
niches( like value added Hair Oil and chyawanprash in winter and Vatika
Ayurveda specialities) not in winter)
Core knowledge of Ayurveda as Low Penetration(Chyawanprash)
competitive advantage High price(Vatika)
Strong Brand Image Limited differentiation (Vatika)
Product Development Strength Unbranded players account for the
Strong Distribution Network 2/3rd of the total market(Vatika)
Extensive Supply Chain
IT Initiatives
R & D – a key strength
OPPORTUNITIES THREATS
Untapped Market(Chyawanprash) Existing Competition( like Himani,
Market Development baidyanath and Zandu for Dabur
Export opportunities. Chyawanprash and Marico,Keo
Other herbs and herbal extracts. The market. The consumer’s patriotic love for tea and coffee is
unfired. Chyawanprash are yet to establish their supplement use in the average household here
in lays the great opportunities. Within the market, it is safe to conclude that dabur has hit off
rather well with the masses. Dabur has clearly lost it head start advantage and thereby
acquiring just 35% of the market share while others enjoy rest of the market share. This could
be well attributed to dabur successful ATA (Availability, Taste and Affordability) marketing
module, the attributes most rated by the consumers. Lack of publicity has hampered the
and vatika hair oil brand .The brands such as that of Chyawanprash by vednath, Chyawanprash
with its ‘sonacahndi, ‘Minute- made’ and also US food giantssDel Monte are ready to hit the
Chyawanprash market very soon.Vatika hair oil has no major competition except Australian
Product Tabasco.
As a new product so people are not able to digest it yet Dabur is getting 8 crores from Vatika
hair oil in which accounts for 4 crores, Lemoneez 1 Crore & others 3 Crores. As the strategies
perceptions and cover them into realities. It is an expensive proposition requiring huge
Thus, the ideal company will be the one, which combines the high-end technology with
consumer insight. As 16% of the excise duty is exempted on food products in this budget,
many food companies including Dabur got benefited from it. On the analysis of survey it was
found that target Market of Chyawanprash want quality benefit rather than Price benefit, so it
is better to stress on quality rather than on decreasing price to increase sales and profit. To
increase market share Dabur should give slight price benefit on Dabur brand so that customers
of other Juice brand should switch from other brand to Dabur brand.
As vatika hair oil is a new product introduced by Dabur and as Dabur is getting excise benefit
from the Government so Dabur should pass slight Price benefit to the target market so that
target market should use the vatika hair oil and adopt it in making daily food thereby
Be the preferred company to meet the health and personal grooming needs of our target
consumers with safe, efficacious, natural solutions by synthesizing the deep knowledge
Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic, Dabur could start a
venture called Vatika hair care centre, which would provide total hair care solutions. It
could have hair care experts to solve hair problems. Services could include dandruff
BOOKS:
1. Philip Kotlar, Marketing Management ; Analysis Planning & Control; Prentice Hall, 9th
Edition
2. Saxena Ranjan, Marketing Management; TATA Mcgraw Hill, 4th Edition, 2000.
3. Dr. R.L. Varshney & Dr. S.L. Gupta, Marketing Management; An Indian Perspective;
Sultan Chand & Sons Education Publishers, New Delhi; 2nbd Ed. 2001.
4. Cravens & Hills & Woodruff, Marketing Management; A.I.I.B.S. Publishers & Distributor,
New Delhi, 4th Ed., 2003.
5. Gupta Santosh, Research Methodology & Statistical Technique; Deep & Deep Publication,
New Delhi, Ed. 2002.
6. V.S. Ramaswamy & S. Namakumari, Marketing Management; MacMillian India Ltd., 2nd
Ed.
7. Batra Rajeev & John G. Myers & David A. AAKER; Prentice Hall, 5th Ed. 2003.
8. Kothari C.R. Research Methodology; Method & Techniques, Wishwa Prakashan, New
Delhi, 2nd Ed.
WEBSITES:
WWW.Dabur.com
6.2 Appendices
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for hair oil.Any information provided by you will strictly be used
Parachute
Keo Karpin
Nihar
Dabur Vatika
Parachute
Keo Karpin
Nihar
Dabur Vatika
1
2
3
4
5
4. What are the primary reasons for which you use this particular brand?
Non sticky
Brand Loyalty
Fragrance
Price
TV
Internet
Word of Mouth
Go for a substitute
75 ml
150 ml
300 ml
Availability
Price
Family size
Storage
9. How often do you buy?
Once in 15 days
Once a month
Yes
No
Personal Information: -
Age:
Location:
(1) Rs. 1,000 – Rs. 10,000 (2) Rs. 10,000 – Rs. 30,000
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for the Hair Oil category that we have chosen to study.
Any information provided by you will purely and strictly be used for Academic Purpose
only.
Marico
HLL
Keo Karpin
Dabur Vatika
Marico
HLL
Keo Karpin
Dabur Vatika
Brand loyalty
Price
Availability
No reason
High income
Middle income
Low income
5.What schemes are you offered by the companies?
Price discounts
Others
Price discounts
Others
preference?
Yes
No
Yes
No
Personal Information: -
Location of store:
CONSUMER QUESTIONAIRRE-DABUR CHYAWANPRASH
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for chawanprash. Any information provided by you will strictly be
Zandu
Himani
Baidyanath
Dabur
Zandu
Himani
Baidyanath
Dabur
1
2
3
4
4. What are the primary reasons for which you use this particular brand?
Health
Brand Loyalty
Taste
Price
5. How did you get to hear about this brand?
TV
Internet
Word of Mouth
Go for a substitute
1 kg
500 gm
250 gm
Availability
Price
Family size
Storage
Once a month
Yes
No
Personal Information: -
Age:
Location:
(1) Rs. 1,000 – Rs. 10,000 (2) Rs. 10,000 – Rs. 30,000
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for the Chyawanprash category that we have chosen to study.
Any information provided by you will purely and strictly be used for Academic Purpose
only.
Zandu
Himani
Baidyanath
Dabur
Zandu
Himani
Baidyanath
Dabur
Brand loyalty
Price
Availability
No reason
High income
Middle income
Low income
Price discounts
Others
Price discounts
Others
preference?
Yes
No
Yes
No
Personal Information :-
Location of store: