ACKNOWLEDGEMENTI would like to express my special thanks of gratitude to my teacher___________ as well as our director _________who gave me the golden opportunity to do this wonderful project on the topic__________, which also helped me in doing a lot of Research and I came to know about so many new thingsI am really thankful to them.Secondly i would also like to thank my parents and friends who helped me a lot in finishing this project within the limited time.

I am making this project not only for marks but to also increase my knowledge.THANKS AGAIN TO ALL WHO HELPED ME.

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PREFACEProject is a very important part of a BBA curriculum. It provides an optimistic iconography for Future existence through which students are able to see the real industrial environment which gives an opportunity to relate theory with practiceThe main objective of making project report is to develop skill in student by supplement to the theoretical study of business management in general and gain real life knowledge about the industrial environment and business practices. The BBA programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management.In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that EXPERIENCE IS BEST TEACHER.

INDEXCHAPTER - 1 INTRODUCTION TO COMPANY1. Nature of Business2. Type and Ownership Pattern3. Organizational Structure4. Production Layout5. Organization PoliciesCHAPTER 2 INDUSTRIAL ANALYSES1. Industry overview (Growth rate of Industry, Contribution to GDP)2. Current Issues (From Newspaper, Journals,- for Company and Industry)3. Key Competitors4. Environment Scanning Political Environment, Economic Environment, Social Culture technology Environment, Environment Issues (Green Environment and Legal Environment)5. Porters five force model of competition Micheal PorterCHAPTER 3 MARKETING STRATEGIES1. Products of Company2. 4ps (Product, Price, Place, and promotion)3. STP (Segmentation, Targeting and Positioning)4. Distribution Channel5. Promotion StrategiesCHAPTER 4 FINANCIAL ANALYSES1. Sources of Finance2. Ration Analysis Any 53. Net profit / Balance sheet (from annual report Analysis)CHAPTER 5 KEY LEARNINGS FROM THE COMPANY AND RECOMMENDATIONS1. Reason for the expansion/ contraction/ diversification of company2. Comment on Organization Leadership3. Marketing share/ growth rate of Company4. SWOT Analysis of the CompanyCHAPTER 6 FINDINGSCHAPTER 7 RESEARCH & METHODLOGY Primary and Secondary Research (questionnaire)CHAPTER 8 CONCLUSIONS AND SUGGETIONS

CHAPTER - 1 INTRODUCTION TO COMPANY

NATURE OF BUSSINESS Daburderived fromDaktarBurman is India's largestAyurvedicmedicine & related products manufacturer. Dabur was founded in 1884 by Dr. SK Burman, a physician inWest Bengalto produce and dispense Ayurveda medicines.Medication for diseases such as cholera and malaria.Dabur's Ayurveda Specialties Division has over 260 medicines for treating a range of ailments and body conditions, from common cold to chronic paralysis.

Dabur is a non-profit organisation started by Dr. Burman, aims to carry out welfare activities in the spheres of health care, education and other socio-economicactivities. Dabur drives itscorporate social responsiblities(CSR) initiatives through Sundesh.In the Brand Trust Report 2012, Dabur was ranked 45th among India's most trusted brands and subsequently, according to the Brand Trust Report 2013, Dabur was ranked 65th among India's most trusted brands. In 2014 however, Dabur was ranked 109th among India's most trusted brands according to the Brand Trust Report 2014, a study conducted by Trust Research Advisory, a brand analytics company.

Dabur India, that made its beginnings with a small pharmacy, but has continued to learn and grow to a commanding status in the industry is now the fourth largest FMCG company of the country with a turnover of Rs2,396 crore. It wasestablished over 100 years ago presently catering to health care, personal care & food segment.In April 2009, the Hon'ble High Court of Judicature at Delhi has sanctioned the Scheme of Amalgamation of Fem Care Pharma with Dabur India.In July 2010, the Company's wholly owned subsidiary Dabur International entered into an agreement to acquire 100% stake in leading personal care Company in Turkey i.e. Hobi Group firms Hobi Kozmetik, Zeki Plastik and Ra Pazarlama at a total consideration of US$ 69 million.

Products

Under health care products it has brands like Hajmola, Pudin Hara, Dabur Chyawanprash, Glucose D, Dabur Lal tail,etc.In home care range consist of product like Odinil,Odomos,odopic,etc.Under personal care range it has product like Vatika,Gulabri,Dabur Red Toothpaste,etc.In food range it has brands like Real Active, HOMMADErange of readymade pastes, soups, coconut milk & tomato pureeDabur has guar gum plant, a natural gum used in foods & industrial applications.Dabur also produces ayurvedic medicines.Dabur has global presence in 50 countries,products are available in the markets of Middle East, SouthEast Asia, Africa, the European Union andAmerica.

Milestones:

Dabur Ranked AmongIndias Most Trusted Brands of 2007 By Economic TimesBrand Equity.Dabur is amongst Top Three Most Respected FMCG Companiesaccording to the survey conducted by Business world magazine.Dabur Real Bags Gold in Reader's Digest Trusted Brand Awards.In 2010, Dabur Amla Hair Oils enters Limca Book of Records for achieving a record feat of hosting the longest ever nonstop head massage marathon.'2010 Dabur Acquires Namaste Group for $100 Million''. Dabur Chyawanprash was launched in Orange and Mango flavoured variants. Dabur Amla Hair Oils enters Limca Book of Records for achieving a record feat of hosting the longest ever nonstop head massage marathon.

Dabur enters professional skin care market with the launch of OxyLife Professional Facial Kit, created exclusively for professional use. Dabur India acquires 30Plus from Ajanta Pharma. Dabur India Ltd sets up new subsidiary in Sri Lanka Dabur Lanka (Pvt.) Ltd. Dabur India Ltd launches Dabur Almond Hair Oil.In January, 2011, Dermoviva Skin Essentials Inc., the company's wholly owned subsidiary, has completed the acquisition process of leading personal care companies of Namaste Group, US by acquiring 100% stake in Namaste Laboratories, Hair Rejuvenation & Revitalization Nigeria, Healing Hair Laboratories International LLC and Urban Laboratories International LLC.In April, 2011, Dabur entered into the hand sanitizer market under its 'Fem Care' brand to take on the likes of Reckitt Benckiser and Hindustan Unilever, which were currently dominating the market.In 2011, Dabur enters professional skin care market with the launch of OxyLife Professional Facial Kit, created exclusively for professional use.During 2011, Dabur India Ltd. launches its firstever online shopping portalwww.daburuveda.comWith 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.In May 2011, Dabur India Ltd acquired Ajanta Pharmas overthecounter energizer brand 30Plus.2012 Namaste Cosmeticos Ltd, has been added as the Company's new step down subsidiary Company in Brazil. Dabur India has expanded its range of fruit juices viz. Ral Activ.'

Some of its sub domains are: Dental Care - Dabur dental care Natural Beauty-my beauty naturally Home Care- Odonil mosquito repellent- Odomos protect

And more about the Dabur India Ltd . It has 6,154 number of employees during 2012 -2013 , 15.59 billion assets during 2008-2009.ORGANISATION POLICIES OF DABUR Dabur is an environmentally sensitive organisation. At Dabur, fulfilment of environmental, social and governance responsibility is an integral part of the way the Company conducts its business. A detailed information on the initiatives of the Company as enunciated in the National Voluntary Guidelines on Social, Environmental and Economic Responsibilities of Business, 2011' is provided in the Business Responsibility Report, a copy of which will be available on the Company's websitewww.dabur.comFurther, for Business Responsibility Report as stipulated under Clause 55 of the Listing Agreement with the Stock Exchanges, kindly refer to Business Responsibility Report section which forms part of the Annual Report.

International Business:

Dabur's international business continued on the strong growth trajectory growing by 22.3% to Rs. 2310.8 crores in fiscal 201314. The international business now contributes 32.4% to consolidated sales. During fiscal 201314, key markets in MENA (Middle East and North Africa) and South Asia (exIndia) regions performed well. Dabur continued to gain share in categories such as Hair Oils, Hair Creams, Shampoos and Toothpastes in key markets. For instance, market share in Hair Oils increased to 69% in KSA (Kingdom of Saudi Arabia) as compared to 66% last year. Similarly, Hair Oil market shares witnessed a jump in Egypt and were at 62% as compared to 53% last year. In Hair Creams as well there were strong market share gains with market share in KSA increasing to 35% as compared to 29% last year and in the UAE, increasing to 33% as compared to 29% last year. In addition, toothpaste market shares witnessed an uptick in Nigeria, Algeria and Morocco. Brandwise overview:

Vatika

Vatika witnessed strong growth in fiscal 201314. The brand saw several new innovative product and variant launches such as Vatika Hair Mayonnaise, Vatika Hammam Zaith Volume and Thickness, Vatika Brillantine Shine Hair Cream. The brand extended its Hair Gel platform into innovative need based, first of its kind product called Vatika Gel Creams which provides styling of a Gel and Nourishment of a cream. Vatika consolidated its position in the highly competitive shampoo and conditioners category by successfully completing the launch of Vatika Ingredient Range of Shampoos and Conditioners. Vatika also garnered a space in the multi competitor category Hair Colors by successfully extending Vatika Hair Color Creme to most of its International Markets.Amla

Amla portfolio performed well in 201314. The brand entered into new and upcoming subcategories with the product Amla Leave on Oils which provides nourishment of oil in a user friendly cream format. Amla also extended its equity of Hair Oils and moved on to highly competitive categories of Shampoos and Conditioners with its range of Vitamin, Keratin and Snake Oil shampoos and conditioners.

Miswak and Dabur Herbal Toothpaste (DHTP)Miswak and DHTP brands provide premium oral care benefits on herbal platform. The oral care brand Miswak performed well, especially in North African markets and is now the second biggest toothpaste brand in Morocco and Algeria. A new innovative format extension of DHTP brand was launched.

Dermoviva

The Dermoviva portfolio of skincare products continued on an impressive growth trend in 201314, with Lotions and Creams growing in double digits. The brand focus was on reaching out to potential consumers in the key markets of Saudi Arabia, UAE and Algeria through specialized consumer contact programs. By the end of the fiscal year, Dermoviva is primed to enter the highly competitive but high growth category of Face Care. With an initial offering of Face Wash, Face Scrub & Facial Cleanser Toners, Dermoviva continues to expand its consumer franchise across MENA by catering to skin care needs by combining the wonderful properties of natural ingredients and the advances of science.

FEM

FEM's growth has been quite phenomenal in 201314. After a successful packaging design overhaul, FEM Hair Removal Creams have been a strong growth pillar for the brand. This year, FEM extended into the popular format Halawa (Hot Wax), which is a traditional homemade hair removal product used by Arab women. FEM also extended its equity with the launch of a premium proposition in the form of FEM Gold Hair Removal Cream (with real gold particles).

PRODUCTION LAYOUT

Exports from Dabur India

The company exports guar gum and private label oral care products from India. During fiscal 201314 the company recorded guar gum exports to the tune of Rs. 87.9 crores as compared to Rs. 158.7 crores in fiscal 201213.Sales in USA (Dabur Branded and Private label) grew from Rs. 39.6 crores in fiscal 201213 to Rs. 46.5 crores in fiscal 201314.The company caters to the ethnic Indian channels in the USA supplying the range of Dabur brands which are popular among the South Asian / Indian community. Retail penetration was extended by extending direct distribution to several new states in the US in the South West and Mid West.Distribution was further extended to wholesalers targeting Hispanics and AfricanAmericans in Florida, Michigan and Ethnic pockets in New York state and California. Distribution was also extended to Quebec in Canada. The strategic tieup with Canada's largest Retailer, Loblaws was fortified with Stores carrying 40 SKUs. A range of Ethnic hair care products were launched which included Shampoos, Hair Serums and Hair masks under the Vatika brand.Dabur also exports private label oral care products to USA and Europe which includes Toothpastes, Mouthwash and Denture Adhesives. The company acquired new customers for private label in France, Central Europe, Netherlands, Mexico and several customers in the U.S. Several new advanced Oral Care formulations were developed and launched across Toothpastes, Denture Adhesives and Mouthwash.

Development of new markets for Products & Services:

New Markets have been opened up for business in countries like Armenia, Portugal and Chad by Dabur International Limited. The Sales & Distribution infrastructure has been augmented by appointing distributors in these areas. Local resources have been enhanced in key markets of Middle East & North Africa, Nigeria, Egypt, East Africa and South East Asia to further strengthen the S&D structure.

STRUCTURE OF ORGANISATION

Vice PresidentGeneral ManagerDeputy General ManagerSenior ManagerManagerAssistant ManagerOfficerAssistant OfficerSupervisor/ChemistSenior Mechanic/Senior AssistantMechanic/Junior ChemistJunior MechanicWorkers

COLLABORATIONS/SUBSIDIARIES

Dabur Foods Limited : 100% subsidiaries (taking care of all the food products)Dabur Nepal Limited: Wholly owned subsidiary in collaboration with DRFDabur Egypt Limited: Wholly owned subsidiaryDabur Oncology Limited : Wholly owned subsidiaryDabur Overseas Limited: Owned subsidiary.Dabur International Limited : Subsidiary (not yet commenced business)

ASSOCIATE COMPANIES OF DABUR INDIA LTD

REROCK LIMITED.BRITISH HEALTH PRODUC'TS LIMITED.NORTHERN AROMATICS LIMITED.BURMAN LABORATORIES LIMITED.DABON INTERNATIONAL LIMITED.MAXCARE INTERNATIONAL LIMITED.PRECISE LABORATORIES LIMITED

COLLABORATIONS/SUBSIDIARIES

Dabur Foods Limited : 100% subsidiaries (taking care of all the food products)Dabur Nepal Limited: Wholly owned subsidiary in collaboration with DRFDabur Egypt Limited: Wholly owned subsidiaryDabur Oncology Limited : Wholly owned subsidiaryDabur Overseas Limited: Owned subsidiary.Dabur International Limited : Subsidiary (not yet commenced business)

ASSOCIATE COMPANIES OF DABUR INDIA LTD

REROCK LIMITED.BRITISH HEALTH PRODUC'TS LIMITED.NORTHERN AROMATICS LIMITED.BURMAN LABORATORIES LIMITED.DABON INTERNATIONAL LIMITED.MAXCARE INTERNATIONAL LIMITED.PRECISE LABORATORIES LIMITED

In yet another restructuring drive aimed at reorganizing its recently hived-off FMCG business, Dabur India Limited has merged its two major strategic business units (SBUs)the Family Products Division (FPD) and Health Care Division (HCD)into one.Apart from cutting down layers in the structural hierarchy of the organisation, the move will also see a drastic rationalisation of Daburs stockists and distribution network. While the company refused to comment on the move, a company offical confirmed that the two divsions had been merged into the companys fold and the restructuring of distribution channel was currently on.Daburs operations were hitherto split into 3 major strategic business units (SBU) Family Products Division (FPD), Healthcare Products Division (HPD) and Ayurvedic Specialities Ltd (ASL)created way back in 1996 with the aim to have better operations and management. Each SBU had multi-tier structure with a seperate SBU head at the top and a seperate sales team and distribution network.In the new set up, the company will have a flatter structure with a single marketing head, a sales chief and a common sales and distribution team. So, the erstwhile SBU HeadHPD Mr Devendra Garg will now head the companys overall marketing function, while sales will be attended to by former SBU HeadFPD Mr S Raghunandan. It is however not known whether the sales team has been pruned or not.According to a company offical, the initiative has been taken to reengineer its sales and distribution structure to make it more synergestic, and give it a better scale and reach. The move is designed to give better operating effeciencies to the company, bring business synergy which will in the long run help the company to improve its topline growth, says he.The downside of the initiative though will be that the company will have to rationalise its stockists network and that may have a short-term negative impact on the distribution channel. Dabur currently has a wide and deep market penetration with 47 C&F agents, more than 5000 distributors and over 1.5 million retail outlets all over India.For Dabur, the FPD is the largest SBU contributing 45 per cent (Rs 526.61 crore) sales of Dabur products related to hair care, skin care and oral care. It consisits of 3 leading brands - Vatika, Amla Hair Oil and Lal Dant Manjan with Rs 100 crore turnover each.The HPD ranks second and accounts for 28 per cent (Rs 327.6 crore) in sales.

Chapter-2Industrial analysis

GROWTH RATE OF INDUSTERY & Contribution to GDP Revenue and Net Income, EPS Growth RateSalesRevenue or turnover or top line is income that a company receives from its normal business activities. Revenue Growth is used to measure how fast a company's business is expanding. The figure shows the annual rate of increase/decrease in a company's revenue or sales growth in terms of percentage change from the previous year.

An ideal company should have steady upward trend. Year-over-year performance is frequently used by investors seeking to gauge whether a company's financial performance is improving or worsening.Compound Annual Growth Rate of Dabur Ltd.1 year

Revenue12.27%

Net Income22%

EPS Basic17%

If Sales Revenue shows a moderate or stable growth while EPS shows an explosive growth, it could possibly be due to accounting manipulation.

Retained Earnings Retained Earnings Growth is the percent increase / decrease of a company's retained net income or reserves/surplus over time. A company can use retained earnings to maintain current operations, or to invest in new ventures. Generally speaking, retained earnings growth is accompanied by subsequent increases in sales and profitability.

Dividend Growth Dabur Pvt Ltd. Upgrade Membershipto see 10 year Growth Rate trend chart.\A company paying dividends is generally a good sign. Well established companies offer dividends back to its shareholders while high growth companies usually do not pay dividends since they reinvest the profits back in the business. If a dividend paying company stops paying dividends then that is a big red flag. Dividend per share is better metric compared to looking at just the dividends because DPS takes into account the number of shares as well. Accounts Receivable & Inventory Growth

Watch the Accounts (trade) Receivables (aka Sundry Debtors) and Inventory columns closely. A company can get into serious trouble very quickly if it's customers are not paying the bills or if its inventory is piling up in warehouses. If Recievables are growing much faster than sales, it usually means that the company is having trouble collecting money from customers. More inventory on the balance sheet means the company is having trouble delivering goods to customers.

An increase of receivables and inventory above50%is usuallynot a good signand needs to be investigated further.

Days Sales Outstanding or DSO is also known as "average collection period and receivable days". It's a measure of the average time it takes to collect the cash from sales, in simple words, how fast customers pay their bill. DSO does tend to vary a good deal by industry sector.A high DSO may be a red flag, which suggests that customers aren't paying their bills in a timely fashion. Maybe the customers themselves are in financial trouble or maybe the company's operations and financial management are poor. If the DSO is rising rapidly, you should know why.

Industrial Overview Dabur India Ltdis one of Indias leading FMCG Companies withRevenues of over Rs 7,073 Crore & Market Capitalisation of US $5 Billion. Building on a legacy of quality and experience of over 130 years,Dabur is today Indias most trusted name and the worlds 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 includesfive flagship brandswith distinct brand identities --Daburas the master brand for natural healthcare products,Vatikafor premium personal care,Hajmolafor digestives,Ralfor fruit juices and beverages andFemfor fairness bleaches and skin care products.Dabur today operates in key consumer products categories likeHair Care, Oral Care, Health Care, Skin Care, Home CareandFoods. The company has a wide distribution network, covering over5.8 million retail outletswith a high penetration in both urban and rural markets.Dabur's products also have a huge presence in the overseas markets and are todayavailable 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 130-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 transformed itself from being a family-run business to become a professionally managed enterprise. What sets Dabur apart from the crowd is its ability to change ahead of others and to always set new standards in corporate governance & innovation.

Dabur India Limited - SWOT, Strategy and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the companys structure, operation, SWOT analysis, product and service offerings, detailed financials, and corporate actions, providing a 360 view of the company.

Features: Detailed information on Dabur India Limited required for business and competitor intelligence needs Intelligence on Dabur India Limitednvs mergers and acquisitions (M&A), strategic partnerships and alliances, capital raising, private equity transactions, and financial and legal advisors

News about Dabur India Limited, such as business expansion, restructuring, and contract wins

Large number of easy-to-graspcharts and graphs that present important data and key trends

Highlights:

Dabur India Limited (Dabur or the company) is a fast moving consumer goods (FMCG) company that manufactures and markets ayurvedic and natural healthcare products. The company sells its various products through its five flagship brands across natural healthcare products, premium personal care, digestives, fruit-based beverages, and fairness bleaches and skin care categories. The company operates in Asia, Africa, the Middle East, North America and Europe. It is headquartered in Ghaziabad, India and employed 6,154 people as of March 31, 2013. The company recorded revenues of INR61,761.2 million ($1,130.2 million) in the financial year ended March 2013 (FY2013), an increase of 16.4% over FY2012. The operating profit of the company was INR9,174 million ($167.9 million) in FY2013, an increase of 16.6% over FY2012.

Chapter-3RESEARCH MYTHDOLOGY

RESEARCH MYTHDOLOGYThe process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information.RESEARCH DESGIN A research design is the "blue print" of the study. The design of a study defines the study type (descriptive, correlational, semi-experimental, experimental, review, meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research question, hypotheses, independent and dependent variables, experimental design, and, if applicable, data collection methods and a statistical analysis plan. Research design is the framework that has been created to seek answers to research questions.Design types and sub-typesThere are many ways to classify research designs, but sometimes the distinction is artificial and other times different designs are combined. Nonetheless, the list below offers a number of useful distinctions between possible research designs.[1]Descriptive (e.g., case-study, naturalistic observation, Survey)Correlational (e.g., case-control study, observational study)Semi-experimental (e.g., field experiment, quasi-experiment)Experimental (Experiment with random assignment)Review (Literature review, Systematic review)Meta-analytic (Meta-analysis)Sometimes a distinction is made between "fixed" and "flexible" or, synonymously, "quantitative" and "qualitative" research designs.[2] However, fixed designs need not be quantitative, and flexible design need not be qualitative. In fixed designs, the design of the study is fixed before the main stage of data collection takes place. Fixed designs are normally theory driven; otherwise it is impossible to know in advance which variables need to be controlled and measured. Often, these variables are measured quantitatively. Flexible designs allow for more freedom during the data collection process. One reason for using a flexible research design can be that the variable of interest is not quantitatively measurable, such as culture. In other cases, theory might not be available before one starts the research. However, these distinctions are not recognized by many researchers, such as Stephen Gorard who presents a simpler and cleaner definition of research designState problems are easier to measure than process problems. State problems just require one measurement of the phenomena of interest, while process problems always require multiple measurements. Research designs like repeated measures and longitudinal study are needed to address process problems.OBJECTIVES TO STUDY THE Corporate social responsibilities.Suppliers dealing with dabur shall comply and adhere to all laws, regulations and guidelines on environment, health and safety. Suppliers will ensure that all new service offerings as well as new product designs are in compliance with the relevant environmental regulation and guidelines, at the time of implementation. TO STUDY the domestic and international trade controls All partners with a bussiness relationship with Dabur shall comply with the highest level of integrity and ethical practices.The partners will provide all possible assistance to dabur in order to investigate any possible instances of unethical behavior or business conduct violations by its employee. Partner will disclose forthwith any breach of these provisions that comes to their knowledge to allow for timely action in their prevention and detection. . TO STUDY THE ETHICSAll partners are required to confirm their compliance to ethical dealings on an annual basis by signing a certificate to this effect as per dabur standard annual certificateData collection is the process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer stated research questions, test hypotheses, and evaluate outcomes. The data collection component of research is common to all fields of study including physicaland social sciences, humanities, business, etc. While methods vary by discipline, the emphasis on ensuring accurate and honest collection remains the same. The goal for all data collection is to capture quality evidence that then translates to rich data analysis and allows the building of a convincing and credible answer to questions that have been posed.Regardless of the field of study or preference for defining data (quantitative, qualitative), accurate data collection is essential to maintaining the integrity of research. Both the selection of appropriate data collection instruments (existing, modified, or newly developed) and clearly delineated instructions for their correct use reduce the likelihood of errors occurring.Primary DataA formal data collection process is necessary as it ensures that data gathered are both defined and accurate and that subsequent decisions based on arguments embodied in the findings are valid.[2] The process provides both a baseline from which to measure and in certain cases a target on what to improve.Generally there are three types of data collection and they are1. Surveys: Standardized paper-and-pencil or phone questionnaires that ask predetermined questions.2. Interviews: Structured or unstructured one-on-one directed conversations with key individuals or leaders in a community.3. Focus groups: Structured interviews with small groups of like individuals using standardized questions, follow-up questions, and exploration of other topics that arise to better understand participantsConsequences from improperly collected data include:Inability to answer research questions accurately.Inability to repeat and validate the study.

Distorted findings result in wasted resources and can mislead other researchers to pursue fruitless avenues of investigation. This compromises decisions for public policy, and causes harm to human participants and animal subjects.While the degree of impact from faulty data collection may vary by discipline and the nature of investigation, there is the potential to cause disproportionate harm when these research results are used to support public policy recommendations.Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, suggesting conclusions, and supporting decision-making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains.Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes.Business intelligence covers data analysis that relies heavily on aggregation, focusing on business. DATA ANALYSIS In statistical applications, some people divide data analysis into descriptive statistics, exploratory data analysis (EDA), and confirmatory data analysis (CDA). EDA focuses on discovering new features in the data and CDA on confirming or falsifying existing hypotheses. Predictive analytics focuses on application of statistical models for predictive forecasting or classification, while text analytics applies statistical, linguistic, and structural techniques to extract and classify information from textual sources, a species ofunstructured data. All are varieties of data analysis.Data integration is a precursor to data analysis, and data analysis is closely linked to data visualization and data dissemination. The term data analysis is sometimes used as a synonym for data modeling.Secondary data, is data collected by someone other than the user. Common sources of secondary data for social science include censuses, organisational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research.Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases that would be unfeasible for any individual researcher to collect on their own. In addition, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developmentsSecondary dataAs is the case in primary research, secondary data can be obtained from different research strands: Prior documentation such as Census, housing, social security as well as electoral statistics and other related databases. Internet searches, libraries; progress reports; etc. It does not include interviews as this collect primary data for analysis to generate information.A clear benefit of using secondary data is that much of the background work needed has already been carried out, for example: literature reviews, case studies might have been carried out, published texts and statistics could have been already used elsewhere, media promotion and personal contacts have also been utilized.This wealth of background work means that secondary data generally have a pre-established degree of validity and reliability which need not be re-examined by the researcher who is re-using such data.Furthermore, secondary data can also be helpful in the research design of subsequent primary research and can provide a baseline with which the collected primary data results can be compared to. Therefore, it is always wise to begin any research activity with a review of the secondary data.

QUESTIONAIRE ON THE BASIS OF ANNEXURE1. Which brands of hair oil are you aware of? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

2. Which brand of Hair Oil do you use? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

3. Where would you rate your brand on a scale of 1 5 ( 5 being highest)? 1 2 3 4 5

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 Print

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? 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

Chapter-4Marketing Strategies

PRODUCTS OF THE COMPANY:

Foods

Real Real Activ Hommade Lemoneez Capsico

Health Care

Baby Care

Dabur Lal Tail Dabur Baby Olive Oil Dabur Janma Ghunti

Health Supplements

Dabur Chyawanprash Dabur Glucose D

Digestives:

Hajmola Yumstick Hajmola Mast Masala Anardana Hajmola Hajmola Candy Fun2 Pudin Hara (Liquid and Pearls) 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

Hair Care Oil:

Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla

Hair Care Shampoo:

Anmol Silky Black Shampoo Vatika Henna Conditioning Shampoo Vatika Antidandruff Shampoo Anmol Natural Shine Shampoo

Oral Care: Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush

Skin Care: Gulabari Vatika Fairness Face PackAyurvedic Specialities:

Ayurveda Ayurveda Vikas

4 ps of the company:

Dabur is one of the leading companies in India and it deals with products that are Ayurvedic in nature. Dabur is known to be a natural product as all of Dabur products are related to herbs. Dabur, the brand name, is associated with trust and its products have helped the company to become a household name.Dabur has the distinction of having nearly two hundred and fifty products under its brand name. It is a very popular brand with outlets in Africa, Europe, United States, Russia, SAARC Countries and Middle East Countries.Dabur has been in the market for a long time. It was founded in the year 1884 by Dr. S K Burman and has been in the thick of things for nearly one hundred and thirty years. The company was started with the intention of manufacturing Ayurvedic medicines for diseases like malaria and cholera. Today the company specializes in nearly 260 medicines and deals with a variety of diseases and disorders.Dabur is a Public ltd company and has its headquarters in Ghaziabad, India. Dr. Anand Burman is its chairperson and its CEO is Mr. Sunil Duggal. At present, the companys net income is estimated at nearly INR 14.75 billion. The company officials are devoted in their endeavor to take the company forward. Their commitment to their customers and their associates is to be admired and saluted.The company is facing competition from Hindustan Unilever, Marico, Tropicana, Frooti, Slice, Himani, Zandu, Procter & Gamble, ITC and Himalaya but it has been able to retain its hold on the market with its exclusive products and hard efforts.Product in the marketing mix of Dabur:

Dabur is committed in offering its customers products that are of excellent quality and are herbal. Their mission is in providing goods that prove healthy for its customers, as health is wealth. Nature provides inspiration to all its products. Dabur deals in many categories of merchandises like oral care, hair care, skin care, food products, and health-care and home-care products.In1940 Dabur launched Dabur Amla Hair Oil and even today, it is one of the leading products of the company. In 1949, it gave the world Dabur Chyawanprash. From children to the old-age group it is the favorite of every generation. In 1970, Dabur added Oral products like Dabur Lal Dant Manjan to its portfolio. Hajmola tablets and Hajmola candy were introduced in the market in the year 1978 and 1989 respectively.In1994 Dabur became the worlds second company to enter the market for anti-cancer medicines. Its research and foundation team helped in developing a drug thatis extracted from the Asian Yew tree leaves. This eco-friendly process is unique and one of its kind. Its health products include Daburs Honitus Cough Syrup, Dabur Active Blood Purifier for women, Dabur Shankha Pushpi to enhance the memory, Dabur Balm Strong for headache and Shilajit Gold for rejuvenation.In 1996, it stepped in the food market for the first time with the launch of Real Fruit Juice and later introduced cooking paste, homemade pappad, coconut milk and tomato puree. Its skin products, under the name Gulabari, include Rose water, Moisturizing cream, Face freshener, Moisturizing lotion and under the name, Fem, include Pink bleach, Gold bleach, Blue bleach, Herbal bleach, Liquid hand wash and Hair removing cream.

Price in the marketing mix of Dabur:

Dabur has hired a special team of trained professionals who scrutinizes the changing perception of the market. They make a systematic and regular evaluation of their own products as well as their competitors products. After analyzing each aspect carefully, they determine their pricing strategy. As Dabur is a nature, based company and they deal with Herbal products, so compromise is not allowed with the product. The prices are kept with a minimum profit in mind. It is the aim of the company that more and more people buy these natural products, as they are beneficial for the health of every individual.Pricing strategy also involves the customers reaction. Whenever a product receives an adverse price reaction the company brings out any of its discount or special schemes to counter attack it. Some times the price hike is minimal, but the size of the pack is reduced so that both the consumer and the producer balance it. At other times, a price hike becomes compulsory and it is then the loyalty of the customer is tested. As the quality maintained by the company is at much higher level than others are, it is able to retain its customer base. A person can buy Dabur products easily from the many areas in the market. Dabur has maintained the quality of its products and its prices are very reasonable compared to other brands

Place in the marketing mix of Dabur:

Dabur has nearly 2.8 million showrooms and retail outlets. It has covered its base successfully in both the markets, rural and urban. It has captured the imagination of worldwide markets, all over the globe, in more than 60 countries. Talks are going on with other countries also, to include Dabur products in their market. Dabur authorities uses its sales force as well as distribution channel to market its products. It has a firm grip on its market intermediaries like wholesalers and then retailers and lastly dealers. It is through all these channels that a Dabur product passes and at last reaches the consumer. Their strong network for distribution and supply is extensive and incomparable. The products are sent from one place to another with ease.It has many laboratories where thorough research and development work is in progress. This ongoing work has helped them in utilizing the modern facilities without compromising on their basic principles of ethic and values. Dabur has many manufacturing plants in India. The plant 1 at Sahibabad deals with Hajmola, Dabur Amla Hair oil, Oncology medicines, Hingoli and Ashokarisht. The Unit 1 in Baddi deals with Ayurvedic medicines, The Unit 2 in Baddi deals with Chyawanprash, The Unit in Narendrapur deals with Honey.Dabur has opened its first manufacturing unit overseas in Birgunj Nepal. This unit is equipped to manufacture Oral care products, Ayurvedic medicines, Hair Care products and Fruit Juices. A manufacturing unit is established in Egypt and this unit deals with Food products, Skin care products and Hair care products.

Promotions in the marketing mix of Dabur:

Trust and Dabur go hand in hand. Their innovative vision has led to phenomenal progress and conquering milestone after milestone. The confidence that the people show in Dabur products helps them to buy those products. It has joined hands with international companies to boost up its sales.In India, Dabur has launched a full-fledged advertising campaign. This will help in making the customers aware of all the Dabur products, their prices, their main features and the places where the buyers can buy them easily. Every little detail of a Dabur product is available online. Online shopping is being encouraged, as the younger generation is techno-savvy. Even the children and older generation have become interested in buying products online to save time.In Televisions, famous actors and sportsperson are advertising the products. Amitabh Bachchan is seenregularly in Dabur ads like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha and Samantha Prabhuare are seen in Dabur Vatika Hair Oil. Salman Khan has been a regular promoter of Ranbaxys Revital 30+. The promotions by celebrities help in the continuous and high sales of the products.

SEGEMENTING, TARGETTING AND POSITIONING:

SEGMENTATION

Dabur Chyawanprash is the market leader in the Chawanprash 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 Chyawanprash attempting to establish the relevance of DCP amongst the adults in todays 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 Chawanprash user, thus reaching out to kids. His final conversion from a non-user to a Chyawanprash user connects with the Youth. These two ads compliment each other and connect very well with the targeted consumerPOSITIONING"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 consumer. A category like Chyawanprash for instance needs to understand that in employing the category language it loses any chance of expressing its own benefit distinctively

DISTRIBUTION CHANNEl:

Supply Chain ManagementSupply chain management starts before physical distribution: it involves procuring the right inputs (raw materials, components and capital equipment), converting them into finished products and dispatching them to the final destinations. The supply chain perspective can help identify superior suppliers and distributors and help them improve productivity, which ultimately brings down the companys costs.A broader view sees a company at the center of a value network that includes its suppliers, its immediate customers and their end customers. The value network includes valued relations with others such as university researchers, government approval agencies and so on..

PROMOTIONAL STRATEGIES:

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

PROMOTIONAL SCHEMES USED FOR STOCKIESTS Encourage stockiest to participate in displays and sales contests. Higher Margins: Tries to give higher margins to stockiest so that they dont loose interest in the product and can earn good profits after meeting all the expenses. Sales Contests: Sales contest are held annually and whichever stockiest has the best sales record a prize is given to him, like free holiday to the family etc. Allowances: Special allowances are given to both stockiest and stockiest sales man if they achieve their monthly target. Subsidy for Promotion Budget: Company gives subsidy to the stockiest, who spend some money on the promotional schemes, like conducting a sampling activity. Danglers and Posters: Company gives posters and danglers to stockiest which are further pasted and distributed by stockiest sales man. Training: Special Training is given to Stockiest Sales Man, a training workshop is organized by the company for stockiest sales man so that they dont face any problem while placing their products and taking orders from retailers. Annual Gathering: All the stockiest meet under one roof at least once a year and then the stockiest whose performance was best in term of sales is awarded. Fun Trip: A zone wise fully paid fun trip is organized by the company for all the stockiest once a year. Gathering While Launch of New Products: All the stockiest and their sales man gather when there is a launch of a new product. Company gives free samples & gifts to stockiest and their sales man. Special Trade Schemes: Special trade schemes like two SKU free with the 12 SKU. Free danglers and posters for publicity. Buyback: Dabur foods have a scheme of replacement of products which gets expired.

PROMOTIONAL SCHEMES USED FOR RETAILERS. Trade allowances: Short term incentives are offered to induce a retailer to stock up more dabur products.. Dealer loader: An incentive given to induce a retailer to purchase and display the products of dabur. . Trade contest: A contest to reward retailers those sells the most product of dabur foods and after a specific period they are rewarded.. Point-of-purchase displays: Extra sales tools given to retailers by dabur to boost sales, like danglers, posters, banners etc helps in promoting sales.. Push money: Also known as "spiffs". An extra commission paid to retail employees to push products. This kind of practice dabur hardly follows.. Free samples: Dabur foods gives free samples are given to retailers so that they can try that product if the product is new, or gives some discounts.. Demos: Special demos are given to retailers and even some stands, fridge are given by retailers.. Discount Sales: Some special discounts are given to retailers from time to time, like 1% cash discounts if payment is made in cash.. Retailer Coupons: Dabur gives some coupons like free lunch for family etc if the retailer buys and sells a specific amount of products.. Higher Margins: Retailer has the highest margins and dabur foods also have the same criteria, and retailer can further sell the dabur product to consumer at discount keeping his margin safe.. Allowances for additional shelf space: Company as such does not pay anything to retailer but gives some additional benefits for giving them shelf space which is visible to customer when ever they enter the shop.. Merchandising Allowances: Allowances are given to Stockiest sales man for merchandising dabur products. When ever the Stockiest sales man goes to take orders then he also merchandises dabur products.. Bonus Packs: Time to time dabur gives bonus packs to retailers like buy 10 get 2 free with that.. Trade Allowance: Dabur comes with different types of trade discounts from time to time, like sometime price discounts, sometimes gifts etc.. Free goods: Dabur gives free goods on the purchase of specific number of goods.. Cash Rebate: Generally cash rebate is given by stockiest if retailer makes the payment in cash at the time of purchase.. Product sampling: Dabur organizes sampling activities for its products which are new, these activities are generally at the place where footfall is very high.. Displays: Dabur tries to give special displays to the retailers, so that they can display their products on that.. Point-of-Purchase Material: POP material is available in the form of stickers, banners, displays, posters, signs, streamers, etc. put up inside and outside the stores & other possible purchase locations.

PROMOTIONAL SCHEMES USED FOR CONSUMERS

Price deal: A temporary reduction in the price is given to consumer during some festival session by dabur foods.

Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).

Coupons: Dabur foods gives coupons during different sampling activities to consumers and it have become a standard mechanism for sales promotions.

Loss leader: Dabur foods temporarily reduce the price of its popular product in order to stimulate other profitable sales.

On-shelf coupons: Coupons are present at the shelf where the product is available.

Rebates: Consumers are offered money back, rebate at different point of time.

Contests/sweepstakes/games: if a customer wins some game or contest at the time of sampling activities then they are given a discount coupon of products of dabur foods. Point-of-sale displays: Displays helps the consumer easily recognize their products, dabur keeps a special check on the displays and merchandising of dabur products.

Sampling Activities: Dabur organizes different sampling actives at different retail outlets.

Gift with purchase: Dabur foods gives gift items with purchase like a glass, spoon etc.

Money Refunds: Customer can claim for refund of money if they face some problem with the product

Contest /demos: There are different contests where customers play games and win contests.

Festival Sales: Dabur foods come out with some special offers during festival seasons like buy one get one free.

Multi-packs: Dabur foods has some products in multiple packaging which are comparatively priced lower to the products sold in a single pack. Trade Fairs & exhibitions: Here dabur foods displays all range of its products, making it easier for customers to know about product line and choose the best out of that. Customer feedback: dabur foods consider its customer most important and in case of any complaint by customer the foods department will leave all its important work and will contact the customer. Contact points: Customer can contact dabur foods by writing the mail or letter on the addresses given at the back of dabur products, or even they can call and visit the dabur web site.

THE PATH AHEAD:Dabur intends to significantly accelerate profitable growth. To do this, Dabur will: . Focus on growing their core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology. . Be the preferred company to meet the health and personal grooming needs of their target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science. . Provide the consumers with innovative products within easy reach.. Build a platform to enable Dabur to become a global ayurvedic leader. . Be a professionally managed employer of choice, attracting, developing and retaining quality personnel. . Be responsible citizens with a commitment to environmental protection. . Provide superior returns, relative to their peer group, to the shareholders.CHAPTER-5FINANCIAL ANALYSIS

SOURCE OF FINANCE:

Dabur IndiaPrevious Years

Standalone Balance Sheet ------------------- in Rs. Cr. -------------------

Mar '14Mar '13Mar '12Mar '11Mar '10

12 mths12 mths12 mths12 mths12 mths

Sources Of Funds

Total Share Capital174.38174.29174.21174.0786.76

Equity Share Capital174.38174.29174.21174.0786.76

Share Application Money00000.14

Preference Share Capital00000

Reserves1,727.961,420.491,128.28927.09662.48

Networth1,902.341,594.781,302.491,101.16749.38

Secured Loans17.7922.4719.1217.5724.27

Unsecured Loans26.5219.11254.15235.7881.8

Total Debt44.29241.58273.27253.35106.07

Total Liabilities1,946.631,836.361,575.761,354.51855.45

Mar '14Mar '13Mar '12Mar '11Mar '10

12 mths12 mths12 mths12 mths12 mths

Application Of Funds

Gross Block1,017.04937.7883.23766.88687.23

Less: Revaluation Reserves000.7800

Less: Accum. Depreciation363.39321.12297.9269.32236.28

Net Block653.65616.58584.55497.56450.95

Capital Work in Progress16.7317.0725.1211.9223.31

Investments1,118.42729.41552.72519.23348.51

Inventories558.2499.74528.57460.58298.44

Sundry Debtors323.12255.32224.17202.46130.48

Cash and Bank Balance297.47319.4261.226.0848.8

Total Current Assets1,178.791,074.461,013.94689.12477.72

Loans and Advances154.21390.37603.61461.81348.94

Fixed Deposits0030.09166.33115.11

Total CA, Loans & Advances1,333.001,464.831,647.641,317.26941.77

Deferred Credit00000

Current Liabilities894.61771.96695.7539.05471.73

Provisions280.56219.57592.4535.36440.1

Total CL & Provisions1,175.17991.531,288.101,074.41911.83

Net Current Assets157.83473.3359.54242.8529.94

Miscellaneous Expenses0053.8382.952.74

Total Assets1,946.631,836.361,575.761,354.51855.45

Contingent Liabilities1,338.051,719.071,337.821,075.89173.48

Book Value (Rs)10.919.157.486.338.64

RATIO ANANLYSIS:

Ratios

(Rs crore)

Mar ' 14Mar ' 13Mar ' 12Mar ' 11Mar ' 10

Per share ratios

Adjusted EPS (Rs)3.863.392.922.644.84

Adjusted cash EPS (Rs)4.173.813.292.965.28

Reported EPS (Rs)3.853.392.662.714.99

Reported cash EPS (Rs)4.163.813.043.025.43

Dividend per share1.751.51.31.152

Operating profit per share (Rs)4.744.333.773.596.34

Book value (excl rev res) per share EPS (Rs)10.919.157.485.858.6

Book value (incl rev res) per share EPS (Rs)10.919.157.485.858.6

Net operating income per share EPS (Rs)27.9324.9521.5718.8133.05

Free reserves per share EPS (Rs)---4.027.14

Profitability ratios

Operating margin (%)16.9517.3417.4719.0619.17

Gross profit margin (%)15.8415.6615.7217.9118.06

Net profit margin (%)13.4913.3212.1414.2715.03

Adjusted cash margin (%)14.5914.9715.0515.5815.88

Adjusted return on net worth (%)35.3637.0539.0145.2156.29

Reported return on net worth (%)35.3337.0535.5646.2958.04

Return on long term funds (%)46.3348.1349.5553.7968.96

Leverage ratios

Long term debt / Equity---0.010.02

Total debt/equity0.020.150.20.230.14

Owners fund as % of total source97.7286.8482.6581.2987.59

Fixed assets turnover ratio2.572.552.562.963.31

Liquidity ratios

Current ratio1.131.481.491.231.03

Current ratio (inc. st loans)1.081.171.120.990.92

Quick ratio0.650.970.880.770.67

Inventory turnover ratio8.728.77.118.6511.31

Payout ratios

Dividend payout ratio (net profit)45.444.2348.8842.4646.86

Dividend payout ratio (cash profit)42.0339.3642.838.0743.13

Earning retention ratio54.6555.7755.4456.5351.67

Cash earnings retention ratio58.0160.6460.5561.1155.64

Coverage ratios

Adjusted cash flow time total debt0.060.360.470.490.23

Financial charges coverage ratio48.3445.7250.4950.4742.53

Fin. charges cov.ratio (post tax)38.5237.138.5341.6636.46

Component ratios

Material cost component (% earnings)53.252.9255.8953.1548.61

Selling cost Component---14.8916.55

Exports as percent of total sales4.515.474.444.094.31

Import comp. in raw mat. consumed0.861.470.910.931.22

Long term assets / total Assets0.570.470.460.430.45

Bonus component in equity capital (%)93.2493.2993.3493.4187.1

NET PROFIT/ANNUAL REPORT ANANLYSIS:

Profit loss account

(Rs crore)

Mar ' 14Mar ' 13Mar ' 12Mar ' 11Mar ' 10

Income

Operating income4,870.084,349.393,757.543,274.432,867.42

Expenses

Material consumed2,578.742,327.632,040.761,662.371,384.29

Manufacturing expenses49.8748.1246.4167.658.17

Personnel expenses343.93281.24243.37230.84212.34

Selling expenses---487.61474.79

Adminstrative expenses1,071.82937.98770.24201.65187.9

Expenses capitalised-----

Cost of sales4,044.363,594.973,100.782,650.072,317.49

Operating profit825.72754.42656.76624.36549.93

Other recurring income109.5786.8955.1428.1714.85

Adjusted PBDIT935.29841.31711.9652.53564.78

Financial expenses19.3518.414.112.9313.28

Depreciation53.8973.2465.8837.7331.91

Other write offs---16.65.66

Adjusted PBT862.05749.67631.92585.27513.93

Tax charges189.23158.69123.79124.8593.7

Adjusted PAT672.82590.98508.13460.42420.23

Non recurring items-0.72--44.8910.9913.1

Other non cash adjustments---0.25-0.19

Reported net profit672.1590.98463.24471.66433.14

Earnigs before appropriation1,762.131,455.091,177.46998.57862.08

Equity dividend253.3217.88189.73167.37173.6

Preference dividend-----

Dividend tax51.8743.5636.7432.8229.5

Retained earnings1,456.961,193.65950.99798.38658.98

CHAPTER -5KEY LEARNING AND RECCOMENDATION FINAL ANALYSIS

REASONS FOR EXPANSION AND CONTRACTION:

Skin Care: Ayurvedic skin care range under a new brand launched; Acquisition of Fem

OTC Healthcare: Leveraging Ayurveda enovations to keep older products salientContinued focus on the relevant portfolio to grow contribution

Fruit Drinks and Culinary:

Targeting inorganic opportunities Market Entry: Acquisitions critical for building scale in existing categories & marketsEntry into the fast growing fruit

Geographies: Opportunities in drinks category leveraging the focus marketsReal franchise

Synergies: Should be synergistic and make a good

Strong innovation programmeContribution: New products to contribute 5-6% of revenues

Focus Categories: New product activations planned up in all categories

Renovation: Periodic brand Expanding across geographies

Overseas markets: 20% of overall company; target to sustain higher growth rates

South India: Increased contribution from 7% to 12%;

renovations to keep older products salientContinued focus on the relevant portfolio to grow contributionGROWTH RATE OF THE COMPANY:

INTERNATIONAL BUSINESS:

NAMASTE S PRODUCT (AFRICA):

SWOT ANALYSIS:

1. STRENGTHS Century Old Company Established Brand Ayurvedic/ herbal Product line Leader in Herbal Digestives where the product has 90% of the market share Core knowledge of Ayurveda as competitive advantage Strong Brand Image Strong Distribution Network Extensive Supply Chain R & D - a key Strength

WEAKNESS Seasonal Demand (like Chyawanprash in winter and Vatika not in winter) Profitability is uneven across product line Low Penetration (Chyawanprash) Limited differentiation (Vatika) Unbranded players account for 2/3rd of the total market (Vatika)

OPPORTUNITIES Extend Vatika brand to new categories like Skin Care and body wash segments Market Development Export Opportunities Innovation Increasing income level of the middle class Creating additional consumption pattern

THREATS Existing Competition like Himami, Baidyanth and Zandu for Dabur Chyawanprash and Marico, Keo Karpin, HLL and Bajaj for Vatika Hair Oil) New Entrants Other fields of medicine- Allopathic and Homeopathic

CHAPTER 6FINDINGS

A detailed analysis of the company shows that the company has had a strong fundamental as well as a strong market performance over the years. Given the economic and the industry environment (improving outlook for the CV industry) DABUR would be a key beneficiary. While a pick-up in its CV volumes is evident, operating leverage and cost saving initiatives will improve margins. DABUR, is number TWO in Health products manufacturing market after AMWAYOn an average more than 92% people feel that the prices are affordable whereas 8% do not agree, 74% believe that attractive discounts are offered whereas 26% are not satisfied with the discounts offered. 15% said that the quantity offered is less than the price quoted and whereas 85% said that they provide less quantity but the quality satisfies all other parameters of human level of satisfaction knowledgeable sales persons , employees spent enough time before and during sales, display of merchandise is attractive, availability of product, variety of merchandize, product in good condition, prices are affordable, attractive discounts are offered, dcor of the waiting area is pleasing, responds to complaints quickly, service of DABUR INDIA service station is excellent, careful with personal information and is value for money . The overall opinion about DABUR INDIA is very good. Out of the samples, people are highly convinced that DABUR INDIA will Yield them better results. As the sales of AMWAY grows as well as is still doing well in Mid-size and small size segment so the DABUR CHAWANPASH and other products may be a good options for the company in this term for sustaining sales in long run as well as in the current situations.

CHAPTER 7RESEARCH & METHODLOGYPRIMARY & SECONDARY DATAQUESTIONNAIRE

OBJECTIVESMy objective is to apply my learning in the area of Marketing so that I gain significant practical knowledge and understand the nature and importance of marketing mix and identify the various inputs that should go into any program. Other objectives are as follows:- To study the nature of the company. To study the policies. To study the role of the organization in development.

RESEARCH METHODOLOGY

Research is the manipulation of things, concepts of symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art. DABUR INDIA introduces thousands of new products as seasons or collections every year. The average footwear product takes 18 months to engineer, commercialize and appear on retailer shelves, but quick to market products can move through the same process in less than 90 days. Continuous improvement in material shows increasing list of construction choices that must be tested and approved before being included in any product. Despite the availability of digital product representations of products, our industry requires physical product samples to test, approve and sell effectively.Research Design Descriptive research is used for this study. A survey was conducted through a questionnaire by which an analysis was drawn.

Basic ResearchThe research which is done for knowledge enhancement, which does not have immediate commercial potential, which is done for human welfare, animal welfare and plant kingdom welfare is called basic, pure, fundamental research. The main motivation is to expand man's knowledge, not to create or invent something. There is no obvious commercial value to the discoveries that result from basic research.

DATA ANALYSIS

DATA COLLECTIONData was collected through secondary data as well as primary data.Secondary data: Source of secondary data was collected with help of published reports and websites. Secondary data are the data, which already exists somewhere. It provides starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types:1. Internal data2. External dataWhen researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained from journals i.e. internal sources report, government publication and books, professional bodies etc.Primary data:Primary data is a data which is done through questionnaires, interviews etc. It does not exist anywhere. It is the practical research.

ANNEXURE

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 for Academic Purpose.

11. Which brands of hair oil are you aware of? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

12. Which brand of Hair Oil do you use? Parachute Keo Karpin Nihar Hair And Care Dabur Vatika

13. Where would you rate your brand on a scale of 1 5 ( 5 being highest)? 1 2 3 4 5

14. What are the primary reasons for which you use this particular brand? Non sticky Brand Loyalty Fragrance Price

15. How did you get to hear about this brand? TV Internet Word of Mouth Print

16. 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

17. Which pack size do you prefer? 75 ml 150 ml 300 ml

18. On what parameters do you choose this pack size? Availability Price Family size Storage

19. How often do you buy? Once in 15 days Once a month Once in two months

20. Are you satisfied with your brand? Yes No

CHAPTER 8CONCLUSION AND SUGGESTIONS

SUGGESTIONSBased on the findings from the analysis the following suggestions could be made:

Demo of the product should be made available to Customers, since most of the purchase decisions are based on it. details should be made available to the customers in the most accurate numerical form. The dabur vatika has remained a bestseller throughout in the industry figuring in the top 3 selling list for most of the years. Focus on growing core brands across categories. Reaching out to new geographies, within and outside India. Improve operational efficiencies by leveraging technology. 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 of ayurveda and herbs with modern science. Provide consumers with innovative products within easy reach. Vatika hair care centre: On the lines of Maricos 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 treatment, straightening of hair, treatment for split ends,etc. Position Dabur Chyawanprash as not more of a medicine but as something which is necessary for health. More initiatives like Dabur ki Deewar to increase brand visibility. It is an initiative to occupy shelf space.

BIBLIOGRAPHY

6.1 Books6.2 Magazines journals& News Papers6.3 Internet

Books:

Marketing Management: Twelfth Edition Philip Kotler & Kevin Lane Keller

Annual reports of the company(2004-2006)

Magazines, journals and newspapers

Article on FMCG TODAY - Business today :15-22 MAY 2007 Article on FMCG INDUTRIES - India today 8 15 JUNE 2007 Article on FMCG SECTOR The economic times 28th may

Internet:

www.google.comwww.dabur.comwww.tutor2u.netwww.brandchannel.comwww.blonnet.comwww.superbrandsindia.com