MARKETING STRATEGY OF DABUR VATIKA HAIR OIL & DABUR CHYAWANPRASH Changes New
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ARESEARCH PROJECT REPORT
ON
Market expansion strategy ofdabur with special reference to
Dabur Chyawanprash
SUBMITTED TOWARDS PARTIAL FULFILLMENTOF
Bachelor of Business Administration In Management
Academic Session
2011-2012
Under the Guidance of:
Under Guidance of : Submitted By:Mrs. Sarika som mam ARPIT KUMAR SINGH
Lect. Management Dept. Roll No. 1012870011
MBA- IVth Sem
B.I.T, Meerut
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CERTIFICATE
Mrs. SARIKA SOM MAM
Lecturer, Department of Management
Bharat Institute of Management Studies, Meerut
This is certified that the Project, entitled A Project Report
on Market expansion strategy of dabur with
special reference to Dabur Chyawanprash
which is being submitted by ARPIT SINGH to the BHARAT INSTITUTE
OF TECHONOLOGY , Meerut (U.P.) for the award of M.B.A is a bonafied
research work carried out by him.
ARPIT KUMAR SINGH has worked under my guidance
and supervision and has fulfilled the requirements for the submission of
the project.
Mrs. SARIKA SOM MAM
Project Guide
Date
Place
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STUDENT DECLARATION
I,ARPIT SINGH, student of M.B.A VIth Sem at B.I.T, Meerut
hereby declare that the Project work entitled a study Market
expansion strategy of dabur with special reference to Dabur
Chyawanprash for Rural MarketThis is my original work.
Whatever information furnished in this project report is true to the
best of my knowledge.
ARPIT KUMAR SINGH
M.B.A. VI Sem.
Roll No.1012870011
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PREFACE
Management training has gained rapid importance only recently. Management was
previously considered as an inborn art or talent. But in todays fast developing
word this view has been abandoned.
To develop managerial capabilities and to supplement their theoretical knowledge
with practical experience, the management students are required to go training in
business organization.
This study would not only help me as a management student to gain a deep insight
of how an organization works but also practical usage of all management
techniques that I have learnt during the course of my study. This project would
also help me analyze the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me a real
experience of the corporate world let me better understand how it function. It also
taught me how to take every experience in the right and learn from each one.
Finally the analysis feasible to be put to test in real life situations. I shall consider
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all my hard work worthwhile if this endeavor of mine is able to satisfy all those
concerned and proves useful to anyone or for any further study in the future.
ARPIT KUMAR SINGH
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CONTENTS
1. ACKNOWLEDGEMENT
2. EXECUTIVE SUMMARY
3. OVERVIEW OF FMCG SECTOR IN INDIA
4. ABOUT DABUR
PRODUCT LINE
SWOT ANALYSIS OF DABUR
THE MARKETING MIX AND SELLING PROCESS
5. THE MARKETING MIX
6. OBJECTIVE OF THE STUDY
7. RESEARCH METHODOLOGY
8. DATA ANALYSIS
9. RECOMMENDATIONS
10.COMPETITOR ANALYSIS
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11.CONCLUSIONS
12.BIBLIOGRAPHY
13.QUESTIONNAIRE
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EXECUTIVE SUMMARY
This report aims at analyzing and reporting on the marketing strategies of Dabur
India Ltd (DIL) for the brands Dabur Chyawanprash. Pioneering role that it has
played in the evolution of the categories it has had a presence in. Dabur
Chyawanprash is the leader in the Chyawanprash category and enjoys a market
share of 61 per cent. In 50s Dabur pioneered the concept of branded
Chyawanprash and since has invested heavily in product development, clinical
studies and consumer awareness. The product is essentially a health supplement.
This report is not aiming at the overall marketing mix or the marketing strategy of
Dabur India Ltd, but is an attempt to analyse the marketing mix of Dabur
Chyawanprash.
The report also enlists various recommendations based on BCG Growth Share
Matrix analysis, Ansoffs Product Matrix Expansion Grid, SWOT Analysis etc.
This analysis has been done on the basis of the information gathered from the
company website and other online resources and books and articles.
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OVERVIEW OF FMCG SECTOR IN INDIA
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
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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) resides in the rural areas. The total
number of rural households are 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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Rural and urban potential
Rural-urban profile
Urban Rural
Population 2001-02 (mn household) 53 135
Population 2009-10 (mn household) 69 153% Distribution (2001-02) 28 72Market (Towns/Villages) 3,768 627,000Universe of Outlets (mn) 1 3.3
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Source: Statistical Outline of India (2008-09), NCAER
An average Indian spends around 40 per cent of his income on grocery and 8 per
cent on personal care products. The large share of fast moving consumer goods
(FMCG) in total individual spending along with the large population base is
another factor that makes India one of the largest FMCG markets
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ABOUT DABUR COMPANY
COMPANY OVERVIEW
Over its 120 years of existence, the Dabur brand has stood for goodness through a
natural lifestyle. An umbrella name for a variety of products, ranging from hair
care to honey, Dabur has consistently ranked among Indias top brands. Its brands
are built on the foundation of trust that a Dabur offering will never cause oneharm.
The trust levels that this brand enjoys are phenomenally high. While Ries and
Trout may ask What does Dabur stand forshampoo or digestive tablets? The
answer is fairly simple, it stands for Indias fourth largest fast moving consumer
goods company that both consumers and trade respect and trust unequivocally,
and which has an annual turnover of over Rs 15 billion.
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The company has kept an eye on new generations of customers with a range of
products that cater to a modern lifestyle, while managing not to alienate earlier
generations of loyal customers.
Dabur is an investor friendly brand as its financial performance shows. There is an
abundance of information for its investors and prospective information including a
daily update on the share price (something that very few Indian brands do).
Theres a great sense of responsibility for investors funds on view. This is a direct
extension of Daburs philosophy of taking care of its constituents and it adds to
the sense of trust for the brand overall.
Dabur India Limited has marked its presence with some very significant
achievements and today commands a market leadership status. Our story of
success is based on dedication to nature, corporate and process hygiene, dynamic
leadership and commitment to our partners and stakeholders. The results of our
policies and initiatives speak for themselves.
Leading consumer goods company in India with a turnover of Rs.2233.72
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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 over50 countries
Wide and deep market penetration with 47 C&F agents, more than 5000
distributors and over1.5 million retail outlets all over India
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C.
1884
Birth of Dabur1896 Setting up a manufacturing plant
Early
1900s
Ayurvedic medicines
1919 Establishment of research laboratories1920 Expands further1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.1972 Shift to Delhi
1979
Sahibabad factory / Dabur Research
Foundation1986 Public Limited Company1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment1994 Public issues1995 Joint Ventures1996 3 separate divisions1997 Foods Division / Project STARS1998 Professionals to manage the Company2000 Turnover of Rs.1,000 crores2003 Dabur demerges Pharma Business2005 Dabur aquires Balsara2005 Dabur announces Bonus after 12 years
2006
Dabur crosses $2 Bin market Cap, adopts
US GAAP2006 Approves FCCB/GDR/ADR up to $200
http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23 -
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million2007 Celebrating 10 years of Real2007 Foray into organised retail2007 Dabur Foods Merged With Dabur India
Founding Thoughts
"What is that life worth which cannot bring comfort to others"
The doorstep 'Daktar'
The story of Dabur began with a small, but visionaryendeavour by Dr. S. K. Burman, a physician tucked away in
Bengal. His mission was to provide effective and affordable
cure for ordinary people in far-flung villages. With missionary
zeal and fervour, Dr. Burman undertook the task of preparing natural cures for the
killer diseases of those days, like cholera, malaria and plague.
Soon the news of his medicines traveled, and he came to be known as the trusted
'Daktar' or Doctor who came up with effective cures. And that is how his venture
http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23http://dabur.com/en/about/company/history.asp#%23 -
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This is our company. We accept personal responsibility, and accountability to
meet business needs.
We all are leaders in our area of responsibility, with a deep commitment to
deliver results. We are determined to be the best at doing what matters most.
People are our most important asset. We add value through result driven
training, and we encourage & reward excellence.
We have superior understanding of consumer needs and develop products to
fulfill them better.
We work together on the principle of mutual trust & transparency in a
boundary-less organization. We are intellectually honest in advocating
proposals, including recognizing risks.
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Continuous innovation in products & processes is the basis of our success.
We are committed to the achievement of business success with integrity.
We are honest with consumers, with business partners and with each other.
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Milestones to success
Dabur India Ltd. made its beginnings with a small pharmacy, but has continuedto learn and grow to a commanding status in the industry. The Company has gone
a long way in popularising and making easily available a whole range of products
based on the traditional science of Ayurveda. And it has set very high standards
in developing products and processes that meet stringent quality norms. As it
grows even further, Dabur will continue to mark up on major milestones along
the way, setting the road for others to follow.
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of specialisation.
It is the first Company to provide health care through scientifically tested and
automated production of formulations based on our traditional science.
1930 - Automation and upgradation of Ayurvedic products manufacturing
initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with
the launch of Dabur Amla Hair Oil. So popular is the product that it becomes
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G.
Dabur has an illustrious Board of Directors who are committed to take the
company onto newer levels of human endeavour in the service of mankind. The
Board comprises of:
Chairman
Vice-
Chairman
Dr. Anand
Burman
Mr. Amit
BurmanWhole Time Directors
Mr. P.D. Narang Mr. Sunil
Duggal
Mr. Pradip Burman
Non Whole Time Promoters, Directors
Mr. Mohit Burman
Independent Directors
http://www.dabur.com/en/about/company/drana.asphttp://www.dabur.com/en/about/company/drana.asphttp://www.dabur.com/en/about/company/amit-burman.asphttp://www.dabur.com/en/about/company/amit-burman.asphttp://www.dabur.com/en/about/company/PDNarangRes.asphttp://www.dabur.com/en/about/company/SunilDuggalRes.asphttp://www.dabur.com/en/about/company/SunilDuggalRes.asphttp://www.dabur.com/en/about/company/PRADIP-BURMAN.asphttp://www.dabur.com/en/about/company/mmohit.asphttp://www.dabur.com/en/about/company/drana.asphttp://www.dabur.com/en/about/company/drana.asphttp://www.dabur.com/en/about/company/amit-burman.asphttp://www.dabur.com/en/about/company/amit-burman.asphttp://www.dabur.com/en/about/company/PDNarangRes.asphttp://www.dabur.com/en/about/company/SunilDuggalRes.asphttp://www.dabur.com/en/about/company/SunilDuggalRes.asphttp://www.dabur.com/en/about/company/PRADIP-BURMAN.asphttp://www.dabur.com/en/about/company/mmohit.asp -
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Sunil Duggal
Chief Executive Officer
Dabur India Limited
Sunil Duggal took over as the Chief Executive Officer
of Dabur India Limited in June 2002, holding reins of
the organisation he joined in 1995.
Mr Duggal started his career as a management trainee in
Wimco Limited in 1981 after getting his Engineering
Degree (Electrical & Electronics) from BITS, Pilani, and
Business Management from IIM, Calcutta. His stint at
Wimco continued till 1994, with a break in between
when he joined Bennett Coleman & Co. Ltd for a short
period. In 1994, he moved to Pepsi Foods as GM, Sales
Operation.
In 1995 he came into the Dabur family, as General Manager (Sales & Marketing),
of the Family Products Division with products like Dabur Amla, Lal Dant Manjan
and Vatika in his portfolio. This Division spearheaded the spectacular growth
recorded by Dabur in this period. Vatika was also launched during this period and
is now the Company's second biggest brand.
With his dynamic spirit and leadership abilities, he soon became Vice-President
and SBU-Head of the Family Products Division. In July 2000 Mr. Duggal was
appointed Director Sales and Marketing of Dabur India Limited. And in 2002, he
became the CEO of the Company - a professional with valuable experience to steer
the company ahead in its growth plans.
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Spanning a career of over 20 years, Sunil Duggal has travelled widely across India
and handled diverse portfolios that have helped him understand the dynamics of
FMCG businesses and market trends. He is well versed in the intricacies of India's
regional diversities and consumer needs.
Mr Duggal lives in Delhi with his wife and one child . Whenever he gets a break
from his official responsibilities, Mr. Duggal likes to spend time at home with his
family and an occasional round of golf.
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H.
Good corporate governance and transparency in actions of the management is key
to a strong bond of trust with the Companys stakeholders. Dabur understands the
importance of good governance and has constantly avoided an arbitrary decision-
making process. Our initiatives towards this end include:
Professionalisation of the board
Lean and active Board(reduced from 16 to 10 members)
Less number of promoters on the Board
More professionals and independent Directors for better management
Governed through Board committees for Audit, Remuneration, Shareholder
Grievances, Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI
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When our Founder Dr. S. K. Burman first established Dabur, he had a vision that
saw beyond the profit motive. In his words, "What is that life worth which cannot
bring comfort to others." This ideal of a humane and equitable society led to
initiatives taken to give back some part of what Dabur has gained from the
community.
Our major initiatives in the Social sector include:
Establishment of the Sustainable Development Society, orSundesh, in 1993
- a non-profit organisation to promote research and welfare activities in rural
areas;
Promoting health and hygiene amongst the underpriviledged through the
Chunni Lal Medical Trust; and
Organising the Plant for Life programme forschoolchildren - to create
environmental awareness amongst young minds.
http://dabur.com/en/about/Commitment/sundesh.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asphttp://dabur.com/en/about/Commitment/sundesh.asphttp://dabur.com/en/about/Commitment/ChunniLalMedicalTrust.asphttp://dabur.com/en/about/Commitment/PlantforLifeprogramme.asp -
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Our commitment to Environment
Ancient wisdom of conservation
From times immemorial, Indian sages and men of wisdom have understood and
appreciated the value of nature and its conservation. Our ancestors recognised that
if we grabbed from nature beyond what was healthy, it would lead to all round
degradation, and even the extinction of humanity. That is why nature wassanctified and worshipped in the form of gods and goddesses.
Dabur upholds the tradition
Today, we at Dabur also value nature's bounty. Without the fruits of nature, the
vision of Dabur would never have been fulfilled. And that is the reason for our
unfailing commitment to ecological conservation and regeneration. We would like
to follow the principles of our ancient texts, which say:
"Dehi me dadami te" - "you give me, and I give you".
Back to NatureRare herbs and medicinal plants are our most valuable resource, from which all
our products are derived. Due to overexploitation of these resources and
unsustainable practices, these plants and herbs are fast reaching the point of
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extinction. In view of this critical situation, Dabur has initiated some significant
programmes for ecological regeneration and protection of endangered plant
species.
Plants for Life
We have set up the "Plants for Life" project in the mountainous regions of the
Himalayas. Under the project, a high-tech greenhouse facility has been set up for
developing saplings of rare and endangered medicinal plants. Fully computer-
controlled and monitored, this greenhouse maintains the highly critical
environmental parameters required for their survival. We are also developing
quality saplings of more than 20 herbs, 8 of them endangered, through micro
propagation.
In addition, satellite nurseries spread across mountain villages and contract
cultivation of medicinal herbs helps in maintaining the ecological balance. These
measures have also helped provide local cultivators the scientific knowledge for
harvesting herbs and a steady source of income. So that they are not forced to
exploit the environment to earn a livelihood.
Living a Green Heritage
These are significant steps that can contribute to a better world for coming
generations. To whom we would like to bequeath a world not bereft of nature. But
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Kaushambi Corporate
Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh, India
Tel:
+91 (0120) 3982000 (30
Lines)
+91 (0120) 3001000 (30
Lines)
Registered Office :
8/3, Asaf Ali Road,
New Delhi 110 002
Tel: +91 (011) 23253488
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Kaushambi Corporate
Office
Kaushambi
Ghaziabad - 201010
Uttar Pradesh, India
Tel:
+91 (0120) 3982000 (30
Lines)
+91 (0120) 3001000 (30
Lines)
Registered Office :
8/3, Asaf Ali Road,
New Delhi 110 002
Tel: +91 (011) 23253488
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DABUR WORLD WIDE
Dabur's mission of popularising a natural lifestyle transcends national boundaries.
Today there is global awareness of alternative medicine, nature-based and holistic
lifestyles and an interest in herbal products. Dabur has been in the forefront of
popularising this alternative way of life, marketing its products in more than 50
countries all over the world.
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers.
Offices and representatives in Europe, America and Africa ;
A special herbal health care and personal care range successfully selling in
http://dabur.com/EN/Products/Health_Care/http://dabur.com/EN/Products/Personal_Care/http://dabur.com/EN/Products/Health_Care/http://dabur.com/EN/Products/Personal_Care/ -
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DABUR WORLD WIDE
Dabur's mission of popularising a natural lifestyle transcends national boundaries.
Today there is global awareness of alternative medicine, nature-based and holistic
lifestyles and an interest in herbal products. Dabur has been in the forefront of
popularising this alternative way of life, marketing its products in more than 50
countries all over the world.
Our products World Wide
We have spread ourselves wide and deep to be in close touch with our overseas
consumers.
Offices and representatives in Europe, America and Africa ;
A special herbal health care and personal care range successfully selling in
http://dabur.com/en/Exports/Guar_Gum/default.asp -
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Dabur Chyawanprash
Dabur Glucose D
Digestives
Hajmola Yumstick
Hajmola Mast Masala
Anardana
Hajmola
Hajmola Candy
Hajmola Candy Fun2
Pudin Hara (Liquid and Pearls)
Pudin Hara G
Dabur Hingoli
Natural Cures
Shilajit Gold
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Nature Care
Sat Isabgol
Shilajit
Ring Ring
Itch Care
Backaid
Shankha Pushpi
Dabur Balm
Sarbyna Strong
Personal Care
Hair Care Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
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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
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Gulabari
Vatika Fairness Face Pack
Ayurvedic Specialities
Ayurveda
Ayurveda Vikas
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N.
Dabur Amongst Top Three Most
Respected FMCG Companies
Dabur Real Bags Gold In Reader's
Digest Trusted Brand Awards
Dabur Figures In Top Great Place To
Work 2006 List
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Dabur has been ranked
amongst India's Most
Innovative Companies by a
Business Today-Monitor
Group survey
Hajmola has been
ranked 34th in Indias
100 Most Valuable
Brands list
Hajmola, one of the
strongest brands in
Dabur's portfolio, has
been listed among
the Top 18 Iconic
Brands in India that
have stood the test of
time
Dabur Indias fruit juice Three Dabur brands Hajmola moves up
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brand Ral awarded the
Readers Digest Gold
Trusted Brand Award 2008
in the food & beverages
category
-- Hajmola, Dabur
Amla and Vatika --
have debuted in the
Economic Times
Brand Equity's Most
Trusted Brands 2008
list. Besides, DaburFoods has climbed up
to take the 40th spot
11 spots to take the
34th position among
India's Top 100 Most
Valuable Brands of
2008, released by
4Ps and ICMR
Dabur India Ltd has been ranked 28th in the list of India's Top 50 Most
valuable (Company) Brands by Brand Finance
newu was voted the Most Dabur India CEO Mr. Dabur India Ltd was
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Admired New Retail
Launch of the year at
Images Retail Awards
Sunil Duggal was
named Best
Corporate Leader of
2008 at the B&E
Leadership and
Excellence Awards
ranked the Business
Leader in the FMCG
- Personal Care
Category at the
NDTV Profit
Business Leadership
Award 2008
Dabur India Ltd CEO Mr. Dabur India Ltd has been listed among
the Super 100 of India Inc, prepared by
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Sunil Duggal has been
ranked among India's Most
'value'able CEOs by
Business World
Business India
SWOT ANALYSIS OF DABUR
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STRENGTHS
Strong presence in well defined
niches( like value added Hair Oil
and Ayurveda specialities)
Core knowledge of Ayurveda as
competitive advantage
Strong Brand Image
Product Development Strength
Strong Distribution Network
Extensive Supply Chain
IT Initiatives
R & D a key strength
WEAKNESS
Seasonal Demand( like
chyawanprash in winter and
Vatika not in winter)
Low Penetration(Chyawanprash)
High price(Vatika)
Limited differentiation (Vatika)
Unbranded players account for
the 2/3rd of the total
market(Vatika)
OPPORTUNITIES
Untapped Market(Chyawanprash)
Market Development
Export opportunities.
Innovation
Increasing income level of the
middle class
Creating additional consumption
pattern
THREATS
Existing Competition( like
Himani, baidyanath and Zandu
for Dabur Chyawanprash and
Marico,Keo Karpin, HLL and
Bajaj for Vatika Hair Oil) New Entrants
Threat from substitutes (like
Bryllcream for Vatika hair oil)
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The Marketing Mix
Product
Place
Target
Market
Price
Pro
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The firm attempts to generate a positive response in the target market by blending
these four marketing mix variables in an optimal manner.
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A Summary Table of the Marketing Mix
The following table summarizes the marketing mix decisions, including a list of
some of the aspects of each of the 4Ps.
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
Brand
Warranty
Service/Support
List price
Discounts
Allowances
Financing
Leasing
options
Channel members
Channel
motivation
Market coverage
Locations
Logistics
Service levels
Advertising
Personal
selling
Publicrelations
Message
Media
Budget
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DABUR FOODS SELLING PROCESS
Dabur food process of selling starts from stockiest.
C&FA dose not have any process to play in the process of selling of dabur
foods products. They are just Clearing & Forwarding Agents they store the
manufacturing products and then supply it to stockiest.
Stockiest pay the money to dabur foods through demand draft.
Stockiest further sells the products to retailers.
Retailer finally sells the products to consumers.
MARKETING HOW DABUR FOODS IS USING MIX
Product
Appearance: Dabur tries to make its products appear very attractive.
Quality: Quality of the product is really unmatchable as it is tested number of
times and its products are processed using very advanced machinery and
technology.
Packaging: Dabur products packaging is done in such a way that its juices does
not get expired before 6 months inspite of perishable products.
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Brand: Dabur itself is a very reputed and well known brand in the market and its
Real juice is also known all over India.
Warranty: Dabur as such does not gives any warranty but if there is any problem
in its products before expiry then they replace the product.
Service/Support: Dabur foods provide full support to its stockiest, retailers and
consumers, what so ever the problem is
Price
List price: Dabur decide its price according to its competitors and the price
structure is different for retailers and stockiest.
Discounts: There are different discounts for retailers, stockiest and consumer from
time to time.
Allowances: Special allowances are gicen to stockiest sales man if he acives his
targets.
Place
Channel members: Channel members or business partners of dabur are its
stockiest, retailers.
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Channel motivation: Channel motivation for dabur is pull and push strategy.
Market coverage: Dabur Foods has a distribution network that covers 175 townsand 75 thousand retail outlets making its product available to the consumers across
the country at ease.
Locations: Dabur foods try to cover or tries to place its products in each and every
shop and every location.
Promotion
Advertising: Dabur products are advertised through television, newspapers,
magazine etc.
Personal selling: Dabur hardly do any personal selling except in tent shows and
road shows. Same for less & more for same
Media: Media of promotion is TV, Radio, newspapers, magazine.
Budget: Budget is Decided by finance team for different strategic business unit.
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Critique of selling
In theory, the purpose of selling is to help a customer realize his or her goals in an
economic fashion. However, in reality this is not always the case. Customers can
be influenced to purchase a product or service that initially was not of interest to
them. Some salespeople are trained in the art of selling customers things they don't
need.
Take for example the purchasing of a car: a consumer may have a set of cars in
mind (called an evoked set) that she feels match her needs, wants and budget. She
may seek the advice of a salesperson given that a salesperson can help her realize
the right car given those criteria. This can be a socially useful function;
salespeople have specialized knowledge of products that can help consumers make
an informed decision. However, a salesperson may also talk a consumer into
purchasing a more expensive or perhaps larger car then she needs or can afford. In
this context, the salesperson may have usefully helped the customer re-evaluate
her needs, thereby establishing a new set of appropriate choices among which
included the newer or large car. This again would be a helpful and useful service
provided by the salesperson. However, it is sometimes the case that customers
purchase a product or service that was not initially intended and remains an
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inappropriate purchase after the fact. On the other hand, the consumer in this
scenario can be held partially responsible for the inappropriate purchase; indeed,
"A fool and his money are soon parted." (P.T. Barnum, English proverbs).
http://en.wikipedia.org/wiki/English_proverbshttp://en.wikipedia.org/wiki/English_proverbs -
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This dysfunctional behavior is encouraged by:
Incentives of salespeople to increase their total number of sales, especially
where retailers keep track of sales or offer commission-based salaries
Incentives from the manufactures of products or the companies of service
providers to salespeople to sell their products where other similar products
offered by competitors are offered
The incentive to sell a customer a product that is in need of being cleared
out, despite the fact that a customer may be better to wait for the new
product
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B.
Channel Of Distributions
Manufacturing Plant
Clearing and forwarding agent (different regions)
Stockist A Stockist B Stockist C
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Retailers Retailers Retailers Retailers Retailers Retailers
CONSUMERS
The above diagram it shows channel of distribution of dabur foods, here first the
products are manufactured and from Manufacturing plants the packed goods are
supplied to Clearing And Forwarding Agents(C&FA) and from here the goods are
then further supplied to number of Stockiest or Distributors, from here goods
reaches to large number of Retailers and it is the duty of Stockiest to take orders
from retailers and then supply the goods to them, this work is generally done by
stockiest salesman through ready stock or by taking orders first and then placing
the order. From here the goods finally reaches to Customers. Customer purchases
the product from retailers.
This was the basic Channel of Distribution used by Dabur Foods, now I will throw
light on each channel of distribution of Dabur Foods.
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Supply Chain Management:
Supply 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.
MANUFACTURING PLANT:
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Dabur Foods has Number of products in its product line but its main area of
interest or the product on which they concentrate the most is Real Juice & Coolers.
Dabur has its manufacturing plant at Nepal and at Jaipur where juice is
manufactured and tested.
PROCUREMENT & TRANSPORT:
Getting the raw material and packaging material requirement from the
production unit in charge
Constant updates on the procurement of materials and transport details
Production details and ingredient content information from the different
personnel and coordinating this activity
PACKAGING:
Approval and coordination of the supply of packaging material to the
production unit
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CLEARING AND FORWARDING AGENTA (C&FA)
From manufacturing plant the stock is transported or supplied to clearing
and forwarding agents.
Clearing and Forwarding Agents is a third party and Dabur gives contract to
them, so company has nothing to do in building the relationship with them.
Here C&FA keep or stock the goods with them.
They charge dabur for stocking the good and even dabur dont mind doing
so as it is a measure of cost cutting as well as there is no need for gowdowns
and maintenance.
For Ghazizbad, Meerut, Delhi NCR there is one C&FA whish is situated in
Mohan Nagar, here all goods which dabur foods hare kept here.
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STOCKIEST OR DISTRIBUTORS
Stockiest store the products in their godowns, C&FA supplies the goods to
them as per their order.
Stockiest has some sales men working under him, they are known as
stockiest sales man. Their work is to place the products in the market and
take order from retailers and then supply goods to them.
Sales man either take ready stock with them or they first take orders and
then supply goods later on.
There is a beat which is a schedule route of sales man, means sales man has
to daily cover the route as mention in the beat.
Merchandising, making products visible, pasting posters, putting banners,
and seeing that goods are properly placed in the retail outlets is also the duty
of stockiest sales man.
Companies sales officer keeps a check on the stockiest and monthly report
is also prepared which is further analyzed by ASM & ZSM.
In Noida Dabur has 1 stockist, and in Ghaziabad 1
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RETAILERS
Retailers are backbone of the company as they are the one who can take the
product on new heights or can bring it down to toes.
Stockiest supplies goods to retailers and tries Persuading retailers to give the
brand special displays (using merchandising tools) to get affective brand
presence, and arranging it in more noticeable manner.
Classification of outlets in different type of markets is different according to
their sales volume.
TYPES OF RETAILS OUTLETS
Class Average Monthly Business
A Above 10,000B 5,000-10,000
C Upto 5,000
Margin of retailers is always higher than stockiest.
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Retailers are the one who have direct contact with the customers.
Dabur Foods has a distribution network that covers 175 towns and 75
thousand retail outlets making its product available to the consumers across the
country at ease.
E.
TYPES OF RETAIL MARKET
The retail market can be classified on the basis of magnitude of retail.
SCATTERED MARKET
Lesser no. of outlets, and
Extensive outlets
BLOCK MARKET
Large no. of retail outlets in chunk
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SUPER MARKET
Through their superior information ,logistical systems and buying power deliver
good service and immense volumes of products at attractive prices.
CHAIN OUTLETS
Having more than one key outlet all across with a single control unit and central
purchasing strategy
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THE FUTURE FOR DABUR
Tapping the world markets:
Dabur India, under its new brand architecture, has five power brands under its
portfolio with distinct offerings Vatika, a herbal beauty brand with products
like Vatika Shampoo, Hair oil and Fairness Face pack; Dabur, the natural
healthcare brand with products like Chyawanprash and Pudin Hara; Hajmola,
the tasty digestive brand with Hajmola candy, Fun2 and Anardana Churna; Real
which offers fruit beverages and has products like Real Fruit juices, Lemoneez;
and the recently launched Anmol which is a cross category value-for-money
brand. Dabur has decided to take two of its five power brands Dabur and
Vatika global through its Dubai-based arm Dabur India .
And the Big B and Rani Mukherjee will help the company get a toehold in the
worlds herbal hair oil, shampoos and hair creams market. The Rs 1,232-crore
FMCG major has also decided to give a new impetus to its international food
supplement brand, Nature4u, by now launching it in the burgeoning Gulf
market. It is currently being sold only in UK and EU. We have drawn an
aggressive plan to launch Dabur and Vatika globally, starting from the Middle
East , GCC and SAARC countries. We expect our market share to double within
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two years in the 10 countries we will focus on initially, said Mr Arvind Kumar,
CEO, Dabur International. The 10 top-of-mind markets for Dabur right now are
UAE, Saudi Arabia , Kuwait , Bahrain , Oman, Bangladesh, Pakistan , Egypt and
Nigeria.
To develop Dabur International as its major overseas hub to service all markets
except Russia , the company is setting up a new plant which is expected to be
ready in a year. Dabur International already has a plant in Jabel Ali to both
package products sourced from India and produce some local variants. Dabur
India has been selling its product in Dubai and GCC countries since 1992 through
a franchise Redrock Limited. The company had acquired this franchise last
year at investments of about USD five million.
Growing market share: While there is no doubt that Dabur now has a presence in
several product categories ranging from hair care to oral care to home care to
health supplements to juices and even soaps, it is also true that in some of these
segments its market share is very low and trails the market leader by a huge
margin. For instance, Dabur only has a 6% market share in shampoos against
HLLs 53%, and a 12% share in the oral care segment against Colgates 46%.
Company officials believe that low market share means that there are substantial
growth opportunities even if these categories do not grow. Our market shares are
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low in some segments. This gives us opportunity to penetrate these categories,
says Mr Narang.
Drivers of growth:
For the future, Dabur has identified foods, home care products, skin care and
OTC health care products as its growth engines. The company plans to ramp up
its home care business and in the food category it is looking at expanding its
Hommade range of cooking pastes and purees. In the skin care segment, the
company launched the Dabur Anmol cold cream last year and its Vatika honey
and saffron soap is currently under test launch.
Expansion in south India:
Dabur is looking at expanding its business in south India, which currently
accounts for around 15% of its total sales.
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Objectives of the Study :-
To understand the demand pattern of Dabur Chyawanprash products in the
rural market.
To know the amount of household income spent on the consumption of
FMCG products of Dabur.
To understand the image of the products in the eyes of the consumers.
To analysis market petition strategy of Dabur for rural market.
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Research Methodology
Data collection
Sample unit:
1) working people (including men & women) & housewife
2) college students
3) school students
4) senior citizens
5) Retailer
Sample size:
1. working people & housewife: 30%
2. college students: 25%
3. school students: 20%
4. senior citizens: 10%
5. Retailer :10%
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Sampling techniques:
Judgmental sampling techniques used.
Sampling region:
Sampling region will be HAPUR of Uttar Pradesh.
Data collection method:
1. Primary data : It will be collected with the help of a self administered
questionnaire.
2. Secondary data : it will be collected with the help of books, research
papers, magazines, news papers, journals, internet, etc.
Research instruments:
Questionnaire design:
As the questionnaire is self administrated one, the survey will be simple and user
friendly. Words used in questionnaire will be readily understandable to all
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respondent. Also technical jargons will be avoided to ensure that there is no
confusion for respondents.
Data Analysis: - Data analysis will be done with the help of MS Excel and SPSS
Software.
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DATA ANALYSIS
DABUR CHYAWANPRASH
1. AWARNESS LEVEL
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2.PREFERRED BRAND
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3. SATISFACTION LEVEL
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4. REASONS FOR SELECTING A PARTICULAR BRAND
5. HOW DID YOU COME TO KNOW ABOUT THIS BRAND.
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6. UNAVAILABILITY OF PREFERRED BRAND
0
5
10
15
20
25
30
35
40
PURCHASE ANOTHER BRAND WAIT BUY SUBSTITUTEWHATEVER OFFERED BY RETAILER
PERCENTAG
E
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7. PREFERRED PACK SIZE
8. REASON TO SELECT PREFERRED PACK SIZE
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9. FREQUENCY OF PURCHARE
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0
10
20
30
40
50
60
ONE MONTH TWO MONTHS SIX MONTHS
PERCENTAGE
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11.
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RETAILER SURVEY RESULTS
DABUR CHYAWANPRASH
1. Which brands of Chyawanprash do you stock?
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2.Out of these which are the most preferred?
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0
10
20
30
40
50
60
70
80
ZANDU HIMANI BAIDYANATH DABUR
RATING(1-LOW 5-HIGH)
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3. According to you what are the reasons for customers preferences?
4.What is the profile of your typical consumer?
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5.What schemes are you offered by the companies?
0
10
20
30
40
50
60
price discount buy one get one others
PERCENTAGE
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6.What schemes does a consumer prefer most?
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7. According to you, does in-store advertising have an affect on the
consumers preference?
8.Do a change in price affect their preferences?
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RECOMMENDATIONS
Focus on growing core brands across categories.
Reaching out to new geographies, within Hapur area.
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 ofayurveda 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.
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More initiatives like Dabur ki Deewar to increase brand visibility. It is an
initiative to occupy shelf space.
COMPETITOR ANALYSIS
The key competitors of Dabur in the Chyawanprash segment are Baidyanath,
Zandu and Himani, which together with Dabur have about 85% of India's
domestic market.
Dabur is India's largest Ayurvedic medicine supplier and the fourth largest
producer of FMCG. It was established in 1884, and had grown to a business level
in 2003 of about 650 million dollars per year, though only a fraction of that is
involved with Ayurvedic medicine. Dabur Chyawanprash (herbal honey) has a
market share of 61%.
We have tried to analyse the competition for Dabur in the Chyawanprash segment
as follows:
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Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in
1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently
expanded into the FMCG sector with cosmetic and hair care products; one of its
international products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a
market share of 10%.
Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named
after an 18th-century Ayurvedic. The company focuses primarily on Ayurvedic
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products (in 1930, pharmaceuticals were added, but the pharmaceutical division
was separated off about 30 years later).
The Himani Group, founded in 1974, provides a diverse range of products, doing
110 million dollars of business annually, though only a portion is involved with
Ayurvedic products, through its Himani line; the company is mainly involved with
toiletries and cosmetics, but also provides Chyawanprash and other health
products.Its market share is 12%.
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STP ANALYSIS OF DABUR CHYAWANPRASH
SEGMENTATION
Dabur Chyawanprash is the market leader in the Chyawanprash segment. It
comes under the category of health supplements. The segments that it considers
are growing kids, competitive youth, ever busy housewives and the aged.
For the growing kids: In today's competitive environment, the children are
under high pressure to excel.
For the competitive youth: Modern life keeps the youth busy and demands
them to be active and efficient.
For ever-busy housewives: The 'homemaker' needs to be fit in order to
shoulder all responsibilities.
For the aged: Old age weakens a person physically and mentally.
After segmenting the population into these categories it aims to keep them fit
and healthy.
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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 Chyawanprash user, thus
reaching out to kids. His final conversion from a non-user to a Chyawanprash userconnects with the Youth. These two ads compliment each other and connect very
well with the targeted consumers
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POSITIONING
"Andar se strong: Dabur chyawanprash has the tag line "Andar se strong By
using a natural language instead of scientific language it is able to connect with
the consumers and is able to achieve a better positioning in the minds of the Indian
health conscious 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.
Holistic Health benefit of Ayurveda: Dabur Chyawanprash helps in stimulating
immune system, relieving stress, improving stamina, fighting aging through anti-
oxidant property, improving lung function, fighting respiratory infections &
building resistance to disease. The brand conveys this health conscious holistic
view of the product.
Brand Trust: Over 100 years of Daburs experience in Ayurveda ensures
selection, processing and quality control of right herbs along with scientific and
clinical studies makes DCP a trustworthy offering for consumers. Consumers
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view DCP as a product by a trusted brand and therefore do not need to think twice
before making a purchasing decision.
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MARKETING MIX OF DABUR CHYAWANPRASH
Dabur Chyawanprash is the market leader in the chyawanprash segment and has
achieved this with its innovative product offering, pricing strategy, easy
availability and promotion campaigns. In the marketing mix of Dabur, we shall be
discussing the 4 Ps of marketing mix with respect to Dabur Chyawanprash. The
mix shall be analyzed as followed:
Product
Price
Place
Promotion
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Product Price Promotion Place
Product
Variety
Quality
Design
Features
Brand
Names
Services
List Price
Discount
Financing
Schemes
Credit
Terms
Advertising &
Promotion
Public Relations
Sponsorships
Internet
Marketing
Channels
Location
Inventory
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PRODUCT
Dabur Chyawanprash is the leader in the Chyawanprash category
and enjoys a market share of 61 per cent. In 50s Dabur pioneered the
concept of branded Chyawanprash and since has invested heavily in
product development, clinical studies and consumer awareness. The product is
essentially a health supplement.
Known as the elixir of life, Chyawanprash has (clinically) proven benefits in
maintaining smooth body functioning. The principal ingredient Amla (Indian
Gooseberry) acts as an anti-oxidant and immuno-stimulant. Dabur Chyawanprash
helps in stimulating immune system, relieving stress, improving stamina, fighting
aging through anti-oxidant property, improving lung function, fighting respiratory
infections & building resistance to disease. It is these properties that make Dabur
Chyawanprash a preferred choice for its users.
Ingredients of Dabur Chyawanprash
Vishwast
Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several
other herbs and herbal extracts.
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh -
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Special
Vishwast fortified with additional health beneficial herbs like
Keshar, Akarkara etc.
Packaging:
n
The figure above shows the evolution of the packaging of Dabur Chyawanprash.
Dabur continuously innovates the package and branding of its chayawanprash. It
launched Dabur Chyawanprash first in 1949 in a tin pack and it was the first
branded Chyawanprash in India. Later Dabur came out with its new packet of
Chyawanprash with Amitabh Bachchan as their brand ambassador. It also
received Brand Relaunch of the Year award from IMA.
http://images.google.co.in/imgres?imgurl=http://ayurvedic.ru/shop/images/dbr-vishvast-new.gif&imgrefurl=http://ayurvedic.ru/ayurveda-links.html&h=100&w=58&sz=4&tbnid=NENQYw8rRUkJ:&tbnh=77&tbnw=44&hl=en&start=16&prev=/images?q=dabur+chyawanprash&svnum=10&hl=en&lr=http://images.google.co.in/imgres?imgurl=http://ayurvedic.ru/shop/images/dabur-chawan-blue.gif&imgrefurl=http://ayurvedic.ru/ayurveda-shop.html&pcat=supplements&h=80&w=45&sz=4&tbnid=jQhWx16LD7UJ:&tbnh=70&tbnw=39&hl=en&start=20&prev=/images?q=dabur+chyawanprash&svnum=10&hl=en&lr=http://images.google.co.in/imgres?imgurl=http://www.ayurmedic.co.uk/images/sprash.jpg&imgrefurl=http://www.ayurmedic.co.uk/products.php&h=150&w=108&sz=13&tbnid=cTwBh2KpdowJ:&tbnh=90&tbnw=64&hl=en&start=1&prev=/images?q=old+dabur+chyawanprash&svnum=10&hl=en&lr= -
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Available in:
Dabur Chyawanprash is available in three sizes to cater to the needs of different
types of people.
1. One kilogram pack
2. 500 gram pack
3. 250 gram pack
PRICE
The pricing of Dabur chyawanprash is very competitive. Dabur chyawanprash
uses second degree price discrimination i.e more the quantity, lower the price.
1kg Rs.195.00
500gms Rs.110.00
250gms Rs.
62.00
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PRICE/QUALITY MATRIX
Price
Quality
High Middle Low
High
Luxury
Segment
Ideal For Penetration
DABUR
CHYAWANPRASH
Premiere
Offering
MiddleOverpriced Average Real
Bargain
Low
Make The
Sale andRun
Unhappy Customers Cheap
Goods
PLACE
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Dabur has a very wide distribution of its products through 1.6 million retail outlets
and 50 C & F agents all over India who distribute products to the retailers. A
distribution of C & F agents and manufacturing locations is given below.
Daburs distribution network extends beyond India in the following countries as
well:
Distribution Network
Central, North & South America
Australia
http://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asphttp://www.dabur.com/en/exports/Network/America.asphttp://www.dabur.com/en/exports/Network/Australia.asp -
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Asia
Middle East
North & South Africa
East & West Europe
PROMOTION
The main form of promotional activities of Dabur chyawanprash are concentrated
towards advertising and it has neglible sales promotional activities.
Advertising
Nothing can happen without establishing the brands heritage emphasizing
technological prowess, explaining benefits and building bonds with prospective
buyers. Ads are necessary because the images are still mouldable and fluid and
the consumers sophistication level is low. Dabur chyawanprash is advertised
on print media as well as on television.
The company has launched two ads, one each with Amitabh and Vivek, in
national electronic media followed by a series of print media campaign directed
towards creating awareness to educate people about the holistic benefits of
http://www.dabur.com/en/exports/Network/Asia.asphttp://www.dabur.com/en/exports/Network/MiddleEast.asphttp://www.dabur.com/en/exports/Network/Africa.asphttp://www.dabur.com/en/exports/Network/Europe.asphttp://www.dabur.com/en/exports/Network/Asia.asphttp://www.dabur.com/en/exports/Network/MiddleEast.asphttp://www.dabur.com/en/exports/Network/Africa.asphttp://www.dabur.com/en/exports/Network/Europe.asp -
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Chyawanprash.The ads have been created by McCann Ericsson and the company
would be spending close to Rs 10 crore in promotional campaign this year. The
ads would also be translated in Bengali. These advertisements are supposed to
target the old and the younger generation respectively
Thecompany has launched a new ad with M.S. Dhoni who is leader of Indian
cricket team.
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CONCLUSIONS
The Chyawanprash Industry is yet to capture the beverage market in full swing.
Packed Chyawanprash followed by Amla, Ashwagandha, Hareetaki, Dashmul,
Ghrit and several
other herbs and herbal extracts. the market. The consumers patriotic love for tea
and coffee is unfared. Chyawanprash are yet to establish their supplement use in
the average household here in lies the great opportunities. Within the market, it is
safe to conclude that dabur has hit off ratherwell with the masses. dabur has
clearly lost it head start advantage and thereby acquiring just 35% of the market
share while others enjoys rest of the market share. This could be well attributed to
dabor successful ATA (Availability, Taste and Affordability) marketing module,
the attributes most rated by the consumers. Lack of publicity has hampered the
growth progress of the brand so aggressive advertising is needed to promote
Chyawanprash and vatika hair oil brand .The brands such as that of
Chyawanprash by vednath, Chyawanprash with its sonacahndi, Minute-
made and also US food giantssDel Monte are ready to hit the Chyawanprash
market very soon.
http://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandhhttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Amlahttp://www.dabur.com/EN/Ayurveda/herbalGarden/details.asp?herbName=Ashgandh -
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As the strategies of the companies keeps on changing, be it in Chyawanprash
industry, a company has to create perceptions and cover them into realities. It is
an expensive proposition requiring huge expenditure on advertising, sponsorships
and media. Thus, the ideal company will be the one which combines the high end
technology with consumer insight.
As 16% of the excise duty is exempted on food products in this budget , Many
food companies including Dabur got benefited from it . On the analysis of survey
it was found that target Market ofChyawanprash want quality benefit rather then
Price benefit, so it is better to stress on quality rather than on decreasing price to
increase sales and profit. To increase market share Dabur should give slight price
benefit on Dabur brand so that customers of other Juice brand should switch from
other brand to Dabur brand .
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BIBLIOGRAPHY
Books:
Marketing Management: Twelfth Edition Philip Kotler & Kevin Lane Keller
Websites:
www.google.com
www.dabur.com
www.tutor2u.net
www.brandchannel.com
www.blonnet.com
www.superbrandsindia.com
http://www.google.com/http://www.dabur.com/http://www.tutor2u.net/http://www.brandchannel.com/http://www.blonnet.com/http://www.superbrandsindia.com/http://www.google.com/http://www.dabur.com/http://www.tutor2u.net/http://www.brandchannel.com/http://www.blonnet.com/http://www.superbrandsindia.com/ -
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CONSUMER QUESTIONAIRE - DABUR CHYAWANPRASH
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to
study the consumer perception for Chyawanprash.
Any information provided by you will strictly be used for Academic Purpose.
1.Which brands of Chawanprash are you aware of?
Zandu
Himani
Baidyanath
Dabur
2.Which brand of Chawanprash do you use?
Zandu
Himani
Baidyanath
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Dabur
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?
Health
Brand Loyalty
Taste
Price
5.How did you get to hear about this brand?
TV
Internet
Word of Mouth
Print
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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?
1 kg
500 gm
250 gm
8.On what parameters do you choose this pack size?
Availability
Price
Family size
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Storage
9.How often do you buy?
Once a month
Once in two months
Once in six months
10.Are you satisfied with your brand?
Yes
No
11)Please [] the following attributes based on importance, which purchasing a
FMCG products.
Attributes Not so important Important Must have
Product Specific
Lowest price
Offers running
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Price discount
Retail brand
Product quality
RETAILER QUESTIONNAIRE-DABUR CHYAWANPRASH
Dear Respondent,
Thanks for sparing few minutes to fill this questionnaire, which will help us to
study the consumer perception for the Chyawanprash category that we have
chosen to study.
Any information provided by you will purely and strictly be used for Academic
Purpose only.
1.Which brands of Chyawanprash do you stock?
Zandu
Himani
Baidyanath
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Price discounts
Buy one get one free
Others
6.What schemes does a consumer prefer most?
Price discounts
Buy one get one free
Others
7.According to you, does in-store advertising have an affect on the
consumers preference?
Yes
No
8.Does a change in price affect their preferences?
Yes
No
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9. In how many days you receive the product after placing the order?
a. One week
b. Two weeks
c. Monthly