Post on 29-Nov-2014
ON
ANALYSIS OF MARKETING MIX FOR LEADING BRANDS OF HAIR OILS
(PARACHUTE, NIHAR, HAIR & CARE, DABUR VATIKA) IN DELHI
Submitted by:
ACKNOWLEDGEMENT1
This thesis work, which is my first step in the field of professionalism, has been successfully
accomplished only because of timely support of my well-wishers. I would like to pay my
sincere regards and thanks to those, who directed me at every step in my project work.
I extend my sincere thanks to IITM, NEW DELHI for providing me with a wonderful
opportunity to associate myself with this important project.
A major role in this project was played by my project guide, Prof. , Lecturer in management
at IITM, NEW DELHI. His invaluable guidance, enthusiastic encouragement and technical
knowledge were the force that drove my project to its destination of an ideal project.
During the thesis, I got an opportunity to interact with a lot of experience professionals in the
field of marketing and business to whom I am grateful for their suggestions.
Also, I would like to thank all my friends for their support at different steps in the project.
I hope my modest efforts will be useful for my college.
TABLE OF CONTENT
2
1. Company profile
2. Introduction
3. Rationale of the topic chosen
4. Literature review
5. Objectives
6. Importantance of Marketing Research
7. Research Methodology
8. Findings
9. Recommendation
10. Conclusion
11. Bibliography
12. Appendix :
o Questionnaire
o Graphs
COMPANY PROFILE
3
Dabur India Limited 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 our partners and stakeholders.
Leading consumer goods company in India with a turnover of Rs.2233.72 Crore
(FY07)
2 major strategic business units (SBU) – Consumer Care Division (CCD) and
Consumer Health Division (CHD)
3 Subsidiary Group companies – Dabur Foods, Dabur Nepal and Dabur
International and 3 step down subsidiaries of Dabur International – Asian
Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur
Egypt.
13 ultra-modern manufacturing units spread around the globe
Products marketed in over 50 countries
Wide and deep market penetration with 47 C&F agents, more than 5000 distributors
and over 1.5 million retail outlets all over India.
Dabur World Wide
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Dabur’s mission of opularizing a natural lifestyle transcends national
boundaries.
Company History
5
1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early 1900s Ayurvedic medicines
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research
Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap, adopts US
GAAP
2006 Approves FCCB/GDR/ADR up to $200 million
2007 Celebrating 10 years of Real
2008 Foray into organised retail
2009 Dabur Foods Merged With Dabur India
Dabur’s Products
HAIR CARE
AMLA HAIR OIL
6
AMLA LITE HAIR OIL
VATIKA HAIR OIL
ANTI-DANDRUFF SHAMPOO
SKIN CARE
GULABARI
VATIKA FAIRNESS FACE PACK
VATIKA SAFFRON GLOW SOAP WITH SANDAL
HEALTH CARE PRODUCT RANGE
HEALTH SUPPLEMENTS
DABUR CHYAWANPRASH
DABUR CHYAWANSHAKTI
GLUSOSE D
DIGESTIVES
HAJMOLA YUMSTICK
HAJMOLA MAST MASALA
ANARDANA
HAJMOLA
HAJMOLA CANDY
NATURAL CURES
SHILAJIT GOLD
NATURE CARE
DABUR BALM
SAT ISABGOL
INTRODUCTION
7
Market research is the function that links the consumer, and Stake holder to the marketer
through information-information used to identify and define marketing opportunities and
problems; generate refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process.
Speaking in layman’s language marketing research is the systematic and objective
identification, collection , analysis, dissemination and use of data for the purpose of assisting
management in decision making related to the identification and solution of problems(and
opportunities) in marketing.
This project report is based on the survey conducted by me to track the behavior and priority
of hair oils buyers and retailer opinion in Delhi. The sample size for this market research was
50 for consumers and 50 for retailer taken randomly, including various age group, income
and profession and Target population was working people, business man and professionals
across Delhi.
The attitude of consumer or buyer decides how demand will emerge for a new product and
service and how existing goods and services will be sold. The attitude in turn depends upon
many economic, social, cultural, climatic factors. The decisions are also influenced by
education, stage of economic development, lifestyle, information, size of family and hoist of
other factors.
To Understand and analyze the marketing mix for leading brands of hair oils, I conduct
marketing research with the help of the primary data collection from DSA’s of different
brands of hair oil’s company.
During the study I met with different retailers, whole sellers from different parts of the Delhi
region. I also met with the consumers and got questionnaire filled by them and collected data
for the marketing research to study the different marketing mix components and analyze it.
This report is not aiming at the overall marketing mix or the marketing strategy of hair oils
(parachute, Nihar, Hair & Care, Dabur Vatika), but attempt to analyze the marketing mix of
hair oils(parachute, Nihar, Hair & Care, Dabur Vatika).
ConsumerThe attitude of consumer or buyer decides how demand will emerge for a new
product and service and how existing goods and services will be sold. The attitude in turn
8
depends upon many economic, social, cultural, climatic factors. The decisions are also
influenced by education, stage of economic development, lifestyle, information, size of
family and hoist of other factors.
To understand consumers each brand has to start by asking several basic questions:
WHO?: Who is the consumer? What are consumer’s demographics? Where does she stay?
Which socio-economic class does she hail from? Who can influence her purchase behaviour?
WHY?: Why does she buy this product? This brand? What are her beliefs? What is her
attitude towards this brand and the key competitors? What needs does this brand fulfil?
WHEN?: When does she buy the brand? Daily? Monthly? When does she use the brand?
WHERE?: Where does she buy the brand? Where else may she want to buy the brand?
Where does she use the brand? At home? Outside?
LITERATURE REVIEW
OVERVIEW OF FMCG SECTOR IN INDIA
9
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 characterised by a well-
established distribution network, intense competition between the organised and unorganised
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$ 11.6 billion in 2003 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
an opportunity to makers of branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product categories.
With 200 million people expected to shift to processed and packaged food by 2010, India
needs around US$ 28 billion of investment in the food-processing industry.
India is one of the largest emerging markets, with a population of over one billion. India is
one of the largest economies in the world in terms of purchasing power and has a strong
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 is expected to rise
from 135 million in 2001-02 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$
10.5 billion in 2001-02. With growing incomes at both the rural and the urban level, the
market potential is expected to expand further.
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The Indian FMCG sector is an important contributor to the country’s GDP. The FMCG sector
is the Fourth largest sector of Indian economy. The FMCG market is estimated to treble from
its current figure in the coming decade. Penetration levels 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. The growing Indian population, particularly the
middle class and the rural segments, presents an opportunity to makers of branded products to
convert consumers to branded products. The Indian rural market with its vast size and
demand base offers a huge opportunity for investment. Rural India has a large consuming
class with 41 per cent of India’s middle-class and 58 per cent of the total disposable income.
MARICO COMPANY OVERVIEW
Marico holds a leadership position in the Indian FMCG space. Marico's Products and
Services in Hair care, Skin Care and Healthy Foods reach out to more than 20 countries in the
Middle East, Asian sub-continent, Australia and USA. The company generated a turnover of
about Rs. 19.1 billion (about USD 455 Million) during 2007-08. Marico markets well-known
brands such as Parachute, Saffola, Kaya, Sundari and Fiancee to name few, most of which
enjoy leadership positions (No. 1 or No. 2), with significant market shares in respective
categories. Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics
(84 clinics in India and The Middle East) and Weight Management segment through Kaya
Life (3 clinics in India).
Marico’s Products
A many products have released by the Marico in the market. These are……
11
Parachute (hair oil), Hair & Care (hair oil), Hair & Care Silk n Shine (hair conditioner),
Nihar (hair oil), Shanti Badam Amla (hair oil), Parachute after Shower (hair gel), Saffola
(food oil) but Saffola are available at market in 3 categories Saffola Gold, saffola tasty
blend and New Saffola, Mediker (hair oil), Sweekar (refined sunflower oil), Revive
1.Parachute
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 Vital Nourishment
today. From a loosely available commodity to a path-breaking brand, Parachute pioneered the
switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to
service the rural sectors, increasing penetration.
MARKETING MIX OF PARACHUTE
Marketing mix of Parachute, we shall be discussing the 4Ps of marketing mix. The mix shall
be analyzed as followed:
Product
Parachute is premium edible grade coconut 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 a time it has become the gold standard for purity. Parachute is also available in pouch
packs, to service the rural sectors, increasing penetration..
Packaging: parachute coconut hair oil are available at the market in blue color plastic bottle.
Available in
Bottles: 100 ml, 200 ml, 500 ml, 1000 ml (Jumbo Pack)
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Flip Cans: 100 ml, 200 ml
Price
Size Print Price Reliance Fresh Price
100 ml 20 Rs 20 Rs
200 ml 39 Rs 37 Rs
500 ml 90 Rs 90 Rs
1000 ml 185 Rs Not Available
All Price are as on the Date: 26-06-2011
During my research not any Discount offers was available in the market.
Place
Marico have 9000 distributer for parachute who service the entire country through the wide
market network. Parachute is available across the country but in northern India especially in
Uttar Pradesh, Madhya Pradesh, Chattisgrah, Gujrat, Delhi, Panjab, Haryana, Bihar,
Jharkhand and in Rajasthan parachute is more popular in women.
In whole south India Parachute are available and also in whole north east states it is
available.
Parachute coconut hair oil are sold in 42 countries. Through more than 20 lakh Retail outlets.
Parachute distribution network extends beyond India in the following countries as well:
Distribution Network
Bangladesh
Nepal
Bhutan
Egypt
Middle East
South Africa
USA
Promotion
13
Marico mainly believes in advertising for the purpose of promoting its hair care products.
The ads of the company’s products can be seen on the T.V. Along with this it also uses the
print media as a promotional tool.
Sales Promotion devices like giving a small pack of Parachute Herbal Oil with every large
pack of Parachute Coconut Hair Oil can be a helpful tool in lifting of the sales of this new
brand. Apart from this the company can make use of other promotional tools like coupons,
cash rebates etc. which may boost up the brand in the market.
The above new marketing strategy will help the company to enhance the market share and
fight the competition in some of the other segments of the hair care oil market.
Medium for Advertisement: T.V, Print media, Radio.
Company use multi media for promoting parachute but mainly use T.V. for advertisement.
SWOT ANALYSIS OF PARACHUTE
Strengths:
Solid reputation locally.
Individualized instruction.
Good customer service.
Emphasis on planning.
Good management/staff relations.
Weaknesses:
Need to develop programs and procedures for marketing.
Inept and apathetic personnel need to be weeded out.
Too many adjuncts.
Opportunities:
14
North Indian market is rapidly growing.
Traditional trends – growth of area.
Greater demand for hair oil Products.
Threasts:
High competition.
Tax base is over-burdened.
Higher staffing costs.
2.NIHAR
Nihar is another coconut hair oil of Marico Company.
The main objective of Nihar coconut oil is to overtake the loose oil consumers in rural areas.
It also aims at being the market leader in rural market by overcoming other brands.
The uniqueness of Nihar Naturals is that it has incorporated time-tested ingredients while
enhancing performance of oils through scientific understanding. It also offers consumers the
advantage of choosing from a comprehensive range of Nihar Naturals to meet their every hair
need.
.
MARKETING MIX OF NIHAR
Marketing mix of Nihar, we shall be discussing the 4Ps of marketing mix. The mix shall be
analyzed as followed:
15
Product
Nihar Coconut Oil is a brand of pure coconut oil that has used the platform of purity to
become the market leader in the eastern region. Nihar coconut oil speaks to young mothers
whose lives revolve around their families. Aware and educated, they take great pride in
shouldering their family responsibilities, and want to buy only the best for their family.
And the best can only mean one thing – Nihar Coconut Oil.
Pakaging: Nihar, India’s only double filtered coconut oil has made a change in packaging
and logo, which is innovative, convenient and vibrant. The logo lettering is now in a fresh
green colour and sports a leaf over the brand name. Nihar has consistently been bringing
innovations to its consumers, it was the first to introduce the wide mouth jar and pouches
packaging.
Available in:
Bottles: 50 ml, 100 ml, 200 ml, 500ml
Flip Cans: 200ml, 500ml
Pouches: 50 ml, 100ml, and 200 ml
Price
Nihar Naturals is available in 100ml, 200ml and 500ml packs at an affordable price ranging
from Rs 17 for a 100ml to Rs 36 for a 200ml pack. There is a special trial pack, which has
been introduced at Rs 9 price point for a 50ml pack. Following Price are as on the Date: 06-
04-2009
Size Print Price Reliance Fresh Price
100 ml 17 Rs Not Available
200 ml 36 Rs Not Available
500 ml 86 Rs Not Available
Distribution Network in Other Country
Bangladesh
16
Nepal
Bhutan
Shri lanka
Promotion
Nihar attracts a large consumer preference in Bihar, Uttar Pradesh, Madhya Pradesh,
Rajasthan, Andhra Pradesh and Bengal. Promotional activities are region-specific and locally
flavoured to suit the brand’s requirement in its area of strength.
SWOT ANALYSIS OF NIHAR
Strengths:
Good reputation in customers
Great community support
Great consumer service
Reasonable Price
Weaknesses:
Marketing and Public Relations
Multiple locations (infrastructure/communication difficulties
Understaffed
Minimal risk taking
Opportunities:
Greater demand for Nihar Product
Growing need for hair problem concern
Huge potential exists for coordinating with local businesses to meet their needs.
Threats:
Budget cuts
Lack of appropriate consumer attention
Competition with major players in service area
3.HAIR & CARE
17
The hair and care oil is huge, valued at Rs 6 bn. Due to the varied consumption habits of
consumers across the country, where coconut oil and edible oil are interchangeably used, the
size of the market is likely to be higher than estimated. More importantly, the market is
growing at an impressive 6-7% in volume terms despite the high penetration level. Usage of
hair and care oil is a typical Indian traditional habit. Hair and care oil is a very Indian
phenomenon. It is used as a conditioner and nourished. Usage of hair care oil is an everyday
habit with 50% of the population out of which some perceive that massaging the head with
hair oil has a cooling impact.
MARKETING MIX OF HAIR & CARE
Marketing mix of Hair & Care, we shall be discussing the 4Ps of marketing mix. The mix
shall be analyzed as followed:
Product
Hair & Care is upto 50% non sticky than any other hair oil & is enriched with “Herbal
Proteins”, which nourishes hair with their natural goodness. Herbal Proteins are extracted
from Neem & Tulsi, a process patented by Marico.
Price
Hare & Care are available in competitive price. And not any discount offer was available
during the time of my project.
Size Print Rate Reliance fresh Price
50 ml Rs 20 Rs 20
18
100 ml Rs 35 Rs 35
The distribution in foreign are:
Nepal
Bangladesh
Middle East
U.S.A
Indonesia
Promotion
For the promotion of Hare & Care hair oil in Gujrat, Marico organized two contests.
1st was the Hair & Care Gujarat style Icon contest and 2nd one was the launch of
winners Face on the product .For face on pack press contest chief guest was Ms Earth
Air-2006 Amruta Patki.
SWOT ANALYSIS OF HAIR & CARE
Strengths:
It is perceived to offer benefits of nourishment, hair strengthening, faster and better growth,
and reduce the problem of falling hair.
Weakness:
Internal and external customer service
Communication needs to improve with the resources and customers
Conservative management style
Lack of long-term fiscal planning
Opportunities:
Effectiveness on hair problems
Leverage with like organizations
Remediation for hair with insufficient nature
Continue growth in the hair problem
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Threats:
Recession
High competition other Products(Clinic All Clear Hair Oil, Keo Karpin)
Increasing range of hair products
Increase in Price reduction trend
4.DABUR VATIKA
The vatika brand was launched in 1995 with Vatika Hair oils as its First product. In the
very first year of its launch it crossed Rs.100million in turnover. Over the year, 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. 1000 million.
MARKETING MIX OF DABUR VATIKA
Vatika Hair Oil has made a huge impact with its innovative product offering, price strategy,
easy availability and promotion campaigns. In the marketing mix of Dabur Vatika, we shall
be discussing the 4ps of marketing mix respect to Vatika Hair oil. The mix shall be analyzed
as followed:
Product
The Brand attempt to live up to the promises – beauty and nature – that are associated with its
very name. starting with these associations Vatika has assiduously built a
brand that delivers on all these values through its various product off erring, the mother brand
beaing vatika hair oil…
.
Packaging: the qualities of vatica product ascribed to the brand by hundreds of
Thousands of satisfied customer, have been further underlined by its attractive
Packaging.
Price
Size Print Price Reliance fresh price
20
75 ml Rs 23 Rs 23
150 ml Rs 45 Rs 40
300 ml Rs 85 Rs 80
All Price are as on the Date: 26-06-2011
Distributor Network
Central, North & south America
Australia
Asia
Middle east
North & South Africa
East & West Europe
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
SWOT Analysis of Dabur Vatika:
Strengths:
Higher enrolment
Number of customers in the area
Continuous increase in customer population
Excellent leadership at the top
Weaknesses:
Inability to remove marginal or poor staff
Some of the instructors are not current within field
Use of short-term grants for long-term opportunities
Opportunities:
Increase in hair problems
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Lack of Good quality in market
Need of Good Quality
Threats:
Range of hair oil brands
Adjust with Customer demand
Recession in the market
RESEARCH OBJECTIVES
To know analyse the marketing mix for the different hair-oils.
To know the satisfaction level of respondents.
To know the buying behaviour pattern of hair oil’s buyers.
To know the affect of the promotional activities on the buyer.
To check the Brand loyalty of hair oil’s consumers.
To know the retailer opinion about hair oils consumer’s priority, and buying
behaviour.
To know the affect of the promotional activities on the buyer by retailer opinion.
SCOPE OF THE STUDY
Marketing Research has its importance not only to track the current scenario but also
to know the future trend of consumer s preference and behaviour.
After liberalization in India, competition among FMCG companies has increase. A lot
every company is trying various strategies for creating Differentiation, Leading to
developing Competitive Advantage & Dabur is one of them. Dabur Has used Multi
Branding Strategy very successfully for creating Competitive Advantage. This area
has good scope for studying.
It ascertains the position of a company in specified industry and point out how the
company’s affairs are being turned up.
It helps in development and introduction of product.
22
It helps to know the market share of a certain product
IMPORTANCE OF MARKETING RESEARCH
1- Marketing Research has its importance not only to track the current scenario but also to
know the future trend of consumer s preference and behaviour.
2-It ascertains the position of a company in specified industry and point out how the
company’s affairs are being turned up.
3- It helps in development and introduction of product.
4- It helps to know the market share of a certain product.
5-To know analyse the marketing mix for the different hair-oils.
23
RESEARCH METHODOLOGY
Sample size
I took a sample size of 50 people and 50 for retailer taken at random, across Delhi.
Target population
Working people, businessmen, students and professionals across Delhi.
Primary data
Primary data are data gathered and assembled specifically for the project at hand.
Here the primary data collection was done with the help of structured interview and
questionnaire.
Secondary data
Secondary data are data collected and assembled for some project other than the one
at hand.
Here the secondary data was collected through website of Dabur and other hair oils
company.
Data Collection
The main research instrument used for collecting the required data was a well-
structured questionnaire. A detailed questionnaire has been prepared to seek the
opinion of respondent. The respondents were asked to answer and information elicited
was noted.
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LIMITATION
In the course of thesis I faced certain difficulties during the market survey which took time
and great effort to overcome and affected the market research. The certain difficulties which I
faced during my market survey are…
1- People are reluctant to spare time.
2- Sample size was small and confined in Delhi region because time constrained.
3- When I approached the retailers/whole sellers they gave their response in a hurry as they
wanted to leave me as soon as possible, Which may have resulted in inappropriate responses.
4- Some respondent were initially hesitant to cooperate because of the preconceived notion
that data will be misused.
However, In spite of these difficulties I have tried my best to bring out the facts of the market
scenario.
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ANALYSIS AND INTERPRETATION OF DATA
Consumer Questionnaire Analysis
Q1- Which brand of hair oil are you aware of?
26
Q2- Which brand of Hair Oil do you Use?
27
Q3- Where would you rate your brand on a scale of 1 – 5 (5 being highest)
28
Q4- What are the primary reasons for which you use this particular brand?
29
Q5- How did you get to hear about this brand?
30
Q6- If your brand is not available you would..?
31
Q7- Which pack size do you prefer?
32
Q8- On what parameters do you choose this pack size?
33
Q9- How often do you buy?
34
Q10- Are you satisfied with your brand?
35
Retailer Questionnaire Analysis
Q1- Which Brands of Hair Oil do you stock?
36
Q2- Out of these which are the most preferred?
56%
12%
32%
Marico HllDabur
37
Q3- According to you what are the reasons for customer’s preferences?
38
Q4- What is the profile of your typical consumer?
39
Q5- What schemes are you offered by the companies?
40
Q6- What schemes does a consumer prefer most?
41
Q7- According to you, does in-store advertising have an affect on the consumer’s
preference?
42
Q8- Does a change in price affect their preferences?
43
RECOMMENDATIONS
Recommendations as based on the case are as per the four P’s of marketing, i.e. --
Product
Price
Place
Promotion
Product: As far as the product is concerned there is no necessity for changing the basic
features of the product. Parachute hair oil enjoys a great customer satisfaction and brand
loyalty.
Price: As far as price is concerned we can’t suggest anything better as it is already
competitive.
Place: Although distribution channel of Marico is among the best in corporate India, during
my retail analysis I found that many of the retailers were not storing the Jumbo pack of
parachute even jumbo pack was not available on the whole seller’s shop .
Promotion: As we are aware of the fact that for increasing the sales promotion is must.
During my research period I asked the customers are they aware about the jumbo pack of
parachute and most of them were not aware of the following pack.
44
CONCLUSION
In the end it is certain that Hair oil will have to really gain inroads in the rural markets in
order to achieve double digit growth targets in future. There is huge potential and definitely
there is lot of money in rural India but the smart thing would be to weigh in the roadblocks as
carefully as possible. The hair oil companies entering rural market must do so for strategic
reasons and not for tactical gains as rural consumer is still a closed book and it is only
through unwavering commitment that the companies can make a dent in the market.
Ultimately the winner would be the one with the required resources like time and money and
also with the much needed innovative ideas to tap the rural markets.
A mention of rural India may conjure up an image of abject poverty in the minds of many
people. This, however, does not hold true in the case of a few fast moving consumer goods
(FMCG) companies that have over the years been giving their rural operations a renewed
thrust. Why would these companies be tapping into the rural markets in the first place? First,
let's take a look at the distribution networks of leading FMCG companies in India - Hindustan
Lever Limited, Marico. These companies are market leaders in their core areas and much of
their success has to do with the intricate marketing networks they have developed over the
years. Hindustan Lever, as would be expected, has the largest reach in terms of the markets
serviced. Marico on the other hand, has adopted a concentrated approach by focusing on
fewer markets compared to the first two, has a much smaller reach. Hare and care and
parachute now derive 35% and 30% respectively of their turnover from rural markets.
45
BIBLIOGRAPHY
Web sites:
www.domain-b.com
www.marico.com
www.daburindia.com
Books:
Understanding The Consumers – David A. Statt
Marketing Research- S. L. Gupta
Marketing Management –Philip Kotler
Newspapers:
The Times of India
The Economic Times
Business Line
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APPENDIX
Consumer Questionnaire
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to study the
consumer perception for the Hair Oil.
Any information provided by you will purely and strictly be used for Academic Purpose only.
Personal Information:-
Age: ___________________________________________
Gender: ________________________________________
Occupation/ Profession: ___________________________
Location: _______________________________________
1- Which brand of hair oil are you aware of?
Parachute
Nihar
Hair & Care
Dabur Vatika
2- Which brand of Hair Oil do you Use?
Parachute
Nihar
Hair & Care
Dabur Vatika
Others
47
3- Where would you rate your brand on a scale of 1 – 5 (5 being highest)
Strongly Disagree
Disagree
Neither
Agree
Strongly Agree
4- What are the primary reasons for which you use this particular brand?
Non Sticky
Brand Loyalty
Fragrance
Price
5- How did you get to hear about this brand?
TV
Internet
Word of Mouth
6- If your brand is not available you would..?
Purchase another Brand
Wait for it to be available
Go for a substitute
Buy what is offered by the retailer
7- Which pack size do you prefer?
48
75 ml
150 ml
300 ml
8- On what parameters do you choose this pack size?
Availability
Price
Family Size
Storage
9- How often do you buy?
Once in 15 Days
Once a Month
Once in two Months
10- Are you satisfied with your brand?
Yes
No
Thanks for your kind co-operation
Retailer Questionnaire
Dear Respondent,
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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.
Personal Information:-
NAME OF STORE: __________________________________
HOW LONG ARE YOU IN THIS PROFESSION: _____________
ADDRESS:
___________________________________________________________________________
_____________________NEW DELHI.
1- Which brand of hair oil do you stock?
Marico
HLL
Dabur
2- Out of these which are the most preferred?
Marico
HLL
Dabur
3- According to you what are the reasons for customer’s preferences?
Brand Loyalty
Price
Availability
4- What is the profile of your typical consumer?
High Income
Middle Income
Low Income
5- What schemes are you offered by the companies?
Price Discounts
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Buy One Get One Free
Others
6- What schemes does a consumer prefer most?
Price Discounts
Buy One Get One
Others
7- According to you, does in-store advertising have an affect on the consumer’s preference?
Yes
No
8- Does a change in price affect their preferences?
Yes
No
Thanks for your kind co-operation
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