PROJECT REPORT ON

REPOSITIONING AT DABUR INDIA Ltd.

Submitted for the partial fulfillment of the Fourth Semester project training

For

The Degree of Master in Business Administration 2008-2010

CONDUCTED BY

DEPARTMENT OF BUSINESS ADMINISTRATION

MANAV RACHANA COLLEGE OF ENNGINEERING

FARIDABAD (HARYANA) PIN – 1210021

APPROVED BY MAHARSHI DAYANAND UNIVERSITY, ROHTAK

(HARYANA) A.I.C.T.E.

(SESSION 2008-2010)

Submitted To:- Submitted by:-

Controller of Examination Sandeep Kumar

MD University, Rohtak Roll No. - 045

(Haryana). MBA- 4th sem.

ACKNOWLEDGEMENT

The project has been done on REPOSITIONING AT DABUR INDIA LTD.

To understand the Repositioning pattern of Dabur and to develop & exchange new

ideas that generates a new outlook in this perspective.

Acknowledgment is not merely a formality. It is an expression of deep sense of

gratitude and cumulative appreciation towards all the people who have directly and

indirectly helped me to come up with this final project report.

I am highly obliged to the valuable guidance of my faculty guide Ms. Yogita

Sharma who had helped me in the preparation of this whole project.

On the spur of the moment however, I pay my heartiest gratitude to all my

faculty members for having shared their precious time for me to prosecute this project

work as part of my management traineeship program.

So I am heartily obliged to all these persons who gave me their precious time

& made available useful data, guideline & direction at the right time to complete this

study on the Repositioning At Dabur

Preface

This study on Repositioning At Dabur is intended to understand the

awareness among the Consumers regarding the Dabur products and services.

It is a nature of all human beings that they want unlimited variety in all the

fields either in products or in requirements. All businesses are engaged in this field to

fulfill the requirements of its consumers.

So this project focuses on several key points such as how to analyze the market

competitors, how an organization can create awareness regarding the products among

the consumers, how to develop strategies to increase the sales, and, how to manage &

handle the consumers considering their requirement & demands and thus formulate

effective marketing programs. The study also delights the position of it’s products in

the market not only in India but also in other part of foreign markets.

In the present scenario & in the age of industrial revolution it is rightly said

that the consumer is the king.

Dedication

This Project Report is dedicated to my parents & uncle who have always

helped me and recognized my efforts with love and appreciation .I owe to them a deep

sense of gratitude and respect and without whom this endeavor would have been

fruitless .Last but not the least to all those persons of my yester-years who have

shaped my personality and confidence to carry the project successfully.

Introduction about Dabur India Ltd .

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

Leading consumer goods company in India with 4th largest

turnover of Rs.1329 Crore (FY02). 2 major strategic business units (SBU)

Consumer Care Division (CCD) and Consumer Health Division (CHD) .

3 Subsidiary Group companies - Dabur Foods, Dabur Nepal and Dabur

International and 3 step down subsidiaries of Dabur International - Asian

Consumer Care in Bangladesh, African Consumer Care in Nigeria and

Dabur Egypt.

13 ultra-modern manufacturing units spread around the globe, Products

marketed in over 50 countries . Wide and deep market penetration with

47 C&F agents, more than 5000 distributors and over 1.5 million retail

outlets all over India.

CCD, dealing with FMCG Products relating to Personal Care and

Health Care.

Leading brands.

Dabur - The Health Care Brand

Vatika-Personal Care Brand

Anmol- Value for Money Brand

Hajmola- Tasty Digestive Bran

and Dabur Amla, Chyawanprash and Lal Dant Manjan with Rs.100 crore

turnover each ,Vatika Hair Oil & Shampoo the high growth brand

Strategic positioning of Honey as food product, leading to market

leadership (over 40%) in branded honey market

Dabur Chyawanprash the largest selling Ayurvedic medicine with over

65% market share.

Leader in herbal digestive with 90% market share

Hajmola tablets in command with 75% market share of digestive tablets

category

Dabur Lal Tail tops baby massage oil market with 35% of total share d.

CHD (Consumer Health Division), dealing with classical Ayurvedic

medicines

Has more than 250 products sold through prescriptions as well as over

the counter.

Dabur (Consolidated) net profit up 46.5 per cent, turnover up 24.3 per

cent during nine-month period

Board approves merger of Balsara subsidiaries in Dabur India as part of

integration

The Board of Dabur India Limited met here today to consider the

un-audited financial results of the company for the quarter and nine

month period ended December 31, 2005. The Board also considered the

merger of Balsara in Dabur India, as part its integration, in its meeting

today. Financials

Dabur (Consolidated) results

Dabur Consolidated, which includes financials of Dabur India and

its subsidiaries – Dabur Foods, Dabur International (and its step down

subsidiaries), Dabur Nepal and Balsara – recorded a growth of 46.5 per

cent in net profit, up from Rs 112.09 crore to Rs 164.22 crore, during the

nine-month period ended December 31, 2005. The sales, during the same

period surged by 24.3 per cent, up from Rs 1142 crore to Rs 1419.64

crore.

During the quarter, the consolidated business posted a growth of

37.6 per cent in its net profit, up from Rs 47.22 crore to Rs 64.94 crore,

on a turnover that increased by 26 per cent from Rs 426.6 crore to Rs

537.40 crore.

“International business, Foods, and Balsara turnaround recorded

significant gains on a consolidated basis. Food business, led by Real

franchise, recorded a growth of 48.4 per cent while the International

business (including Balsara exports), consolidated under Dabur

International, recorded a growth of 40 per cent. Balsara turnaround also

played a key role in driving profitability on a consolidated basis” said

Sunil Duggal, CEO, Dabur India.

Dabur India results

Dabur India – which includes the Consumer Care Business and Consumer

Health business - posted a growth of 30 per cent in its net profit, up from

Rs 106.79 crore to Rs 138.86 crore, during the nine month period. The

turnover, during the same period, registered a growth of 8.5 per cent, up

from Rs 955.95 crore to Rs 1036.99 crore.

During the third quarter, the company recorded a growth of 34.4

per cent in its net profit, up from Rs 43.13 crore to Rs 57.97 crore, on a

turnover that increased by 10.3 per cent, up from Rs 367.13 crore to Rs

404.84 crore.

“Health Supplement, Digestives and Hair care businesses recorded

good growth despite competitive pressures. The Consumer health

business, comprising traditional Ayurvedic medicines business, posted a

growth of 31.3 per cent during the nine-month period. We were able to

turnaround the Chyawanprash category with aggressive marketing efforts

and launch of new variant – Chyawanshakti - that got good consumer

response in its initial launch phase. Our efforts in South India are gaining

momentum. We would continue our efforts to aggressively drive growth

in future as well”, said Mr. Duggal.

Balsara Merger

The Board also approved the merger of three Balsara companies – Besta

Cosmetics, Balsara Hygiene Products and Balsara Home Products – into

Dabur India. While the legal formalities for the merger are expected to be

completed by September this year the merger would be effective from

April 1, 2006.

Dabur India, last year, had acquired the entire promoter stake in

three Balsara companies - 99.4 per cent in Balsara Hygiene Products; 100

per cent in Balsara Home Products; and 97.9 per cent of the shareholding

in Besta Cosmetics Limited – for Rs 140 crore and these companies were

absorbed as subsidiaries in Dabur India as part of integration.

“The operations of these entities have already been integrated with

DIL but to derive further benefit of the acquisition by way of a more

efficient corporate structure, it has now decided to legally integrate the

Balsara entities with Dabur India” said P D Narang, Group Director,

Dabur India.

With this decision to merge, all Balsara brands - like Promise, Babool, &

Meswak in Oral Care; Odomos in mosquito repellents; Odonil, Odopic in

Household products - its offices and manufacturing facilities in Silvasa,

Kanpur, Baddi – will now be rolled into Dabur India.

Major categories in traditional formulations

include:

- Asav Arishtas

- Ras Rasayanas

- Churnas

- Medicated Oils

Proprietary Ayurvedic medicines developed by

Dabur include:

- Nature Care Isabgol

- Madhuvaani

- Trifgol

Division also works for promotion of Ayurveda through organised

community of traditional practitioners and developing fresh batches of

students

Objective of the project (study)

This project study has followings objectives:-

1. To find out what makes the company go for individual branding :-

The company goes through this strategic intent for individual branding Focus on growing our 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 our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science.

Provide our consumers with innovative products within easy reach.

2.To understand the strategies adopted by the company to change its core platform.

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

Provide superior returns, relative to our peer group, to our shareholders.

3.To understand how confusion about a brand sets in the mind of consumer because of the same brand name for diversification into different areas.Be responsible citizens with a commitment to environmental protection

Consumer Focus: We have superior understanding of consumer needs and develop products to fulfill them better.

4. To understand and analyze how brand is repositioned. Continuous innovation in products & processes is the basis of our success

People are most important asset. The company ads value through result driven training, and it encourage & reward excellence.

Limitations:-

There are some limitations of this Project study: -

1. The study only focuses on the repositioning strategies of dabur

2. It has been done only on the few Research methods for instance :- Universe and survey population and Profile of the company etc.

3. The project has been done in short period of time i.e why there is only a brief, further aspects like Sales promotion, Advertising etc could not be study and analysis has been done about Consumer Behavior.

4. Some limitations are also attributed to the lack of cooperation from some consumers included because of time factor.

Scope This Project has a great scope of providing a comprehensive exposure pertaining to Repositioning the brand & related strategies being adopted by a company. In today’s world of globalization where corporations are thinking beyond domestic boundaries, this project makes an effort to understand the need & relevance of International Markets and proclamation of a brand, which offers a product portfolio of global competence

Significance

- It studies the company’s operations and its expertise in the Industry

- It explains us how a company has to manage its product portfolio to command expertise of global competence

- It gives us a comprehensive insight of how a company moved away from an umbrella branding strategy and went in for individual branding.

- It helps in understanding the Dabur’s product selling and as well as different marketing strategy.

- The study also explains that what types of products and services provided by the dabur.

Research Methodology

Research methodology adopted lays the foundation ,build

database & furnish information for analysis in order to accomplish to

objectives of the research. The methodology adopts involves various

section as follows.

a. Universe & survey population

b. Profile of the Organization.

c. Sampling design.

d. Data collection & its methods.

e. Tabulation & Analysis.

Universe $ survey population

A target population is the population outlined in the survey objects about which information is to be sought and a survey population is the population from which information can be obtained in the survey.In this context only some targeted people have been asked about the

dabur’s products

and services. For administrative records the corresponding populations

are: the “target” population as defined by the relevant legislation and

regulations, and the actual “client population in the survey of population

natural and familiar language has been used.

Profile of the organization.

Dabur India Ltd. The group’s Principal activity is to manufacture health

care , personal care and food products. The group operates in three major

segment s: FMCG, fod and other products include heath supplement ,

digestive , baby care , here care , skin care and oral care products. The

major brand of the group includes Dabur, Vatika, Hajmola, Anmol and

real. On 01-Apr-2005, the group acquired Balsara Home Products

Limited.

Sampling design –

Sampling design is an important part of

research methodology. Here the study was conducted at different locality

in the market regarding the product of Dabur. Keeping in mind the size of

universe & the constraints of time a sample was selected from the

universe.

Data Collection & its Methods –

The data collection is the part of study

through which we can arrive at the conclusion and can have answer for

the findings.

Data are collected by many methods e.g. – questionnaire, consumer

survey (contact) and by interview method.

The success of research to a great extent depends upon the method

of data collection.If the data collected is poor and inadequate the results

can be deviously poor and accurate and ambiguous. I found the

questionnaire method appropriate & effective for my purpose. The

questionnaire was prepared for the respondent.

In case of all the respondents, personal interview technique was

adopted & responses were jotted down while interviewing. The face-to

face conversation was very effective for conducting the survey.

Tabulation Analysis & Interpretation –

After collecting the data,

first the collected data was tabulated & listed-this was done to make the

survey correct & meaningful. The data was interpreted & analyzed to give

the result.

Methodology of the project study

Using the method of questionnaire,

observation methods and experiments by using the universe and survey

population makes the whole project.

The method of communication are many and there are various

ways of classifying them.or instance they may be classified by their

degree of structure and their degree of disguise and by the method of

communication. These categories may include structured undisguised,

structured disguised, unstructured undisguised, unstructured disguised

questionnaires.

Methods of Primary Data Collection:

Primary data can be collected in marketing in three basic ways: -

1. Surveys.

2. Observation.

3. Experiments.

Here I have selected “surveys” for data collection.

Surveys

Survey is most commonly used for primary data collection in marketing

research. This is widely used because of its extreme flexibility.

Surveys research is the systematic gathering of data from

respondents through questionnaires and schedule survey can be under 3

different ways:

1. Personal Interview.

2. Mail Questionnaires

.

Here I have selected “Personal Interview” for my survey in “Dabur”.

I am using schedule for Personal interview. An interview schedule

is technically a list of questions that will be asked to respondent in person

by interview schedule will contain definite questions to be asked, but the

interviewer may be allowed to reward or rearrange the questions

according to situation.

Sample size:

I have taken 200 consumers i.e. (Random survey), 10 institutions and 20

Hotels in Gaya city.

Data Collection

There are two types of data were collected: -

1 Primary data.

2 Secondary data.

Primary data were collected through structured of questionnaires by

concerning the people (customer). And primary data were also collected

by the trend of shopkeepers those who sale it’s product.

Secondary data were collected from internal records & employees

of the organization.

STEPS IN THE RESEARCH DESIGN

PROCESS:

Define the Problem

Estimate the value of the information to be provided

by the research

Select the measurement Technique

Select the Sample

Select the analytical approach

Evaluate the ethics of the research

Prepare the research proposal

ORGANILAIONAL SET-UP

. The organization has chairman who is associated by the Board of

Directors. The organization is headed managing director next after the

General Manager. There are six major departments & these are.

Personnel, Finance, Marketing, Purchase, Procurement &

Production.

Procurement, Production & Marketing.

Formulation of the problem

Dabur is the brand name in the field of FMCG products manufacturing. It is

faithful and gives the satisfaction to its consumer.

But certain problems in the distribution of this strong branded DABUR’s are

often witnessed. It is found during survey that consumers at times faced so many

inconveniences due to unfair market practices or due to ignorance of the consumer

over the pricing and availability of different milk products.

The earlier reports & present reports show that consumer always raise the

demand for home delivery system & doorstep supplies. This accounted for their

convenience and also to increase sales of Dabur Chaiwan prash in particular.

Considering the possible aspects of the Dabur production and distribution this

study tried to formulate ways and means to analyze the strategy for creating the

awareness among the people about the consumption pattern Dabur products

This project was mainly centered to see the extent of the positive aspect of

Awareness & Consumption study pattern.

Product profile

Dabur has the different segment of products Dabur Health Care Product Range.

Dabur's Health Care range brings for you a wide selection of herbal products, to provide complete care for varying individual needs. We derive our products from the time-tested heritage of Ayurveda, backed by the most modern scientific test and trials.

Healt suppliment1)Dabur Chyawanprash

2) Dabur Chyawanshakti

3)Glucose D-[Baby Care]

4) Dabur Lal tail

5)Dabur Baby olive oil

6)Dabur Janma Ghunti

Personal Care

Dabur presents its range of herbal personal care products, created to make you look and feel good deep down. Bringing together the gentle touch of nature and Ayurveda’s wisdom. Backed by the unfailing quality

of Dabur Products.For nearly a 100 years, Dabur has specialised in developing and producing herbal Ayurvedic formulations. Today Dabur's Ayurvedic Specialities has over 260 medicines for treating a range of ailments and body conditions - from common cold to chronic paralysis. This range is handled by Dabur Ayurvedic Specialties Limited division, which constitutes 8% in Dabur's total revenue of Rs.1536.95 crore

Dabur International Product Range

Dabur India Limited is a leader in manufacturing and marketing herbal, nature-based products, marked with quality and trust gained through more than 100 years of experience. Today Dabur’s products are available for people in more than 50 countries across the world, helping them move towards a healthy, natural and holistic lifestyle. Our products are available in the markets of the Middle East, South-East Asia, Africa, the European Union and America.

ORDERING & DELIVERING SYSTEM

The customer places their order to their retailers and retailer places

their orders to their areas of dealer and then at last the order in placed

with the marketing department by the dealers.

So in this way the dairy distributes the products to its retailer and

consumer gets the milk according to their requirement & demand.

The products are sold mainly from the retailer counters. There are

regular demands of the different products. Therefore the strategy of

delivering these products also to the consumers on a regular basis may

have also taken into account.

The demand of Dabur Chyawanshakti- is more in winter. Consumption of glucose D, is more in summer and is also prescribed by the doctors.

Competitors

There are few competitors of dabur in the market place in domestic

and as well as foreign market like: -HLL (Hundustan Liver Limited),

Procter & gamble, Amway, and oriflamme etc . But despite of these

competitors the company has good market shares, and it is growing by

leaps and bound in other corner of the world ( in global ) market , because

it has large product segments and good marketing channels to distribute

the products and it services not only in urban but also in rural areas. It’s

products are affordable by any earning group of consumers .

Consumer Survey

The main objectives behind the consumer contact are to understand

awareness, to inform and to provide the education to consumers regarding

the products and services.

The consumers were contacted to estimate the number of

consumers who might be interested in purchasing the milk and other

products.

The marketing department of the dairy has found that consumer

contact is the main strategy adopted to understand consumer’s awareness

and consumption level of consumers in a given market.

Black Market

Instead of delivering the products to regular customer the retailers

used to sell the products to others at a higher price. This practice became

more common when the demand for products rises.

Owing to all the above mentioned problems raised by consumers

there was increasing demand from the consumers side for an efficient

“Home delivery system”. Therefore some strategies for the modified

HDS. needed to be formulated keeping consumer’s satisfaction at the

forefront.

To Reduce Black Marketing.

Indenting the products by the loyal & regular consumer from the

retailer’s counters sometimes became difficult( particularly at the time of

temporary hike in demand of Dabur’s products) due to certain reason

unsociable elements create obstructions and black marketing by

interfering in the smooth supply of products for their vested interests.

Hence any effort to ensure smooth & regular supply of products at the

doorstep of the consumer would definitely help in the gradual increase of

sales of sale.

Way to reduce the Black Marketing & create the

awareness among consumers

1. Consumers should be contacted from time to time.

2. Investigating that the retailer’s duties are carried out in a

constructive manner.

3. Listening to the consumers and implementing their

suggestions.

4. Check out the demand & requirement of market & as well as

consumers.

5. By providing proper education to the retailer, dealers &

consumer regarding the milk & other products.

6. Maintain full stock to the retailer of the products.

7. Keep an attention on Consumer’s preferences about the areas

where the milk and products are purchase & sold at low or

high demand.

The promotional strategy adopted by DABUR

are as follows:-

1. Hoarding

2. Glow Sign boards

3. Wall Shop painting

4. Press advertisement

5.Providing Templates.

6 Electronic Media advertisement etc.

The dairy has adopted almost all these activities, which directly or

indirectly or by other means are helping to increase the sales of

DABUR’s products. Advertising and publicity have simulated consumers

purchasing capacity and dealers effectiveness.

Retailers Grievances about Liquid products.

1. Some times they find defect in packaging of product that

creates problem in selling activities.

2. Low margin offered to retailers.

3. Regularity in distribution timings.

4 some tomes retailer get linkage problem in liquid products.

Consumer perception about liquid products.

1. Inconsistent quality of products.

2. Frequent price revision.

3. Some of it’s products are costly than other company’s products.

Marketing Strategies of Dabur for different

Products.

Brand Management Strategy of Dabur

Vatika *

Abstract

The caselet provides an overview of brand management strategy adopted

by Dabur for its personal care brand Dabur Vatika. The caselet follows

the meticulous brand building initiatives taken by the company, from the

launch of Dabur Vatika in 1995 to it becoming a Rs 1 bn. brand by 2003.

The caselet also examines the objectives and elements that were involved

in Vatika's brand building exercise.

Issues:

Brand management strategies

» Product differentiation

» Packaging as a marketing communication tool

» Importance of choosing the right celebrity and its influence on the brand

equity

» Brand extensions and communication strategy

Key words:

Dabur, Vatika, Value-Added Hair Oils Segment, Brand Building,

Packaging, Positioning, Premium Pricing Parachute, Marico, All Clear,

Head and Shoulders, Anti-dandruff shampoo and IRS Household Data.

Questions for Discussion:

1. Dabur Vatika, one of the youngest brands in the country (launched in

1995), has become a leading brand in the natural personal care product

segment. What were the factors that enabled Vatika to become a flagship

brand of Dabur in such a short span of time?

2.Marketing communications play an important role in building brands.

Discuss the role played by marketing communications in making Dabur

Vatika a successful brand.

Dabur to join shampoo price wars — To launch one-

rupee sachet to drive volumes.

HE Rs 1,100-crore shampoo market is again in a churn.

Nearly four months after the first price cuts were announced by Hindustan

Lever and Procter & Gamble, Dabur India Ltd has decided to cut Vatika

shampoo prices by 20 per cent from next month besides launching the

brand in one-rupee sachets to gain volumes.

Not to be left behind, LG Care has unveiled smaller SKUs (stock keeping

units) beginning with the 60 ml pack size priced at Rs 39. The company

has also indicated that it will introduce shampoo in sachets over the next

few months.

P&G has taken the celebrity endorsement route by signing on Bollywood

actress Preity Zinta to endorse `Head & Shoulders'.

Asked whether the decision to slash prices of Vatika shampoo has been

taken in response to competitive pressures, the CEO of Dabur India Ltd,

Mr Sunil Duggal, told Business Line: "The decision to cut prices was

carefully planned, taking into account the competitive landscape, product

costing and our own brand strategy".

He said after prices are reduced next month, 100 ml Vatika at Rs 38

would be comparable to the same pack size for HLL's Sunsilk. On why

the company has decided to enter the one-rupee sachet segment, he said

this was being done to gain deeper penetration in rural markets. "We

expect volumes to double in the rural market.''

The company is eyeing 20 per cent volume growth due to the price

correction even when it has decided against any price correction in the

Anmol shampoo brand.

LG Care's Associate Vice-President (Marketing and Sales Planning), Mr

K.V. Augustine, said the company will review its pricing initiatives in the

next three months. "However, we will continue to introduce smaller

SKUs in different products to gain volumes and initiate trials. We are also

working on launching shampoo sachets."

Ruling out any further price corrections, analyst with SSKI Securities, Mr

Nikhil Vora said despite price cuts shampoos are unlikely to witness any

significant value growth over the next few quarters.

"Already, there is a mismatch between volume and value growth. HLL

witnessed volume growth of 40 per cent in the quarter ended June 2004

but value growth was a mere 2 per cent. Dabur's price initiative is clearly

a reaction since it failed to gain incremental market share," he said.

An HLL spokesperson said the cornerstones of its pricing strategy have

been bottle price reduction, value improvement of sachets and driving

new price points. He said the company's value market share fell to 49.4

per cent in the last quarter from 51.3 per cent in the March quarter

because of pricing decisions.

Clearly, companies are looking at sustained volume growth at the cost of

value in the long run in shampoos.

Dabur plans foray into fruit candy market.

Dabur India plans to enter the fruit-based, deposit candy market through

its Hajmola brand, industry sources told Business Line.

According to sources, the fruit-based, deposit candy range will be rolled

out under the umbrella brand name of Hajmola, and is expected to be

pitted directly against existing confectionery brands from Perfetti Van

Melle, Hindustan Lever, ITC, Joyco and Nestle.

When contacted by Business Line, Mr D. Garg, Marketing Head, Dabur

India, said, "We are evaluating some options but nothing has been

finalised till now."

The move assumes significance because it will mark Dabur India's

maiden entry within the deposit candy segment. It is not clear whether

Hajmola fruit-based deposit candies will be positioned on the umbrella

brand's digestive positioning, or will be promoted on the conventional

candy platform. According to sources, the fruit candy is likely to be

introduced in three flavours.

While Perfetti Van Melle, Joyco and Nestle have a comprehensive basket

of confectionery brands, HLL muscled its way into this market two years

ago, with the introduction of Max hard-boiled candy. ITC's confectionery

portfolio includes the brands Candyman, and Minto which it had acquired

from Candico.

Hajmola is a core brand under Dabur India's health-care segment, and

occupies three-fourths share of the digestive tablets segment. Hajmola

candy, on the other hand, has a market share of about nine per cent share

of the Rs 350-crore hard-boiled candy market.

While the original Hajmola tablet is about three decades old, the brand

was introduced in candy format in single-unit pillow packs in 1989. The

brand was extended to other candy variants subsequently.

While the candy format is targeted at kids, the digestive tablets address all

age groups.

Hajmola is among Dabur India's top performing five brands, the others

being Chyawanprash, Dabur Amla hair oil, Vatika and Lal Dant Manjan.

The domestic confectionery market is loosely divided into seven

categories - hard boiled candies, toffees, eclairs, chewing gum, bubble

gum, mints and lozenges. Hard-boiled candies occupy the largest share of

this market.

MATERIAL MANAGEMENT

INTRODUCTION:

Material may be though of as an interrogated functioning of the

different sections of the company dealing with the supply of the material

and other related activities so as to obtain maximum co-ordination and

optimum expenditure on materials. Material management involves

controlling the type, amount, location, environment, timing purchase of

various materials etc. used in industrial concerned.

OBJECTIVE OF MATERIAL MANAGEMENT :

1. To minimized the material cost.

2. To procure and provide materials of desired quality when

required, at the lowest possible overall cost of the concern.

3. To trace new sources of supply and to develop cordial relation

with them in order to ensure continuous material supply at

reasonable rates.

4. To cut down costs through simplification, standardization value

analysis, import substitution etc.

5. To train personnel in the field of material management in order

to increase operational efficiency.

6. To purchase or procure, receive transport and store material

efficiently to reduce related costs

PURCAHSE / PROCUREMENT DEPARTMENT

The purchasing / procuring department occupies a vital and unique

position in the union of any industrial concern, because purchasing is one

of the main function in the success of modern manufacturing concern.

Hence this department has a good position. The function is liaison

agencies which operates between union and outside formers on raw milk

of procurement or purchasing.

OBJECTIVE :

The main objectives of purchase department are :

1. To procure raw material.

2. To procure material in right quality and quantity.

3. To procure from right and reliable sources of vendors.

4. To procure economically, i.e. at right and reasonable

price.

5. To receive and delivery material at right place and

time.

Findings

During Survey I have been found out the following

aspects:_

1. Everyone wants to consume pure, fresh and good

hygienic products, in both perfect quality & quantity.

2. Leakage is the major problem in selling activities for

the retailers..

3. In the time of survey mostly people gave positive

response regarding it’s quality.

4. Mostly literate people prefer to take the Dabur’s

products due to its purity, perfectness in quantity & quality.

5. Middle & Low-income group of people also give the

preference for Dabur in the comparison with other

brands/alternatives because of it’s good qulaity.

6. In summer season glucose-D is more proffered by the

people .

7. In winter seasons chaywanprash is more proffered

than other brands (mainly the competition is from Baidhnath.

8. It has also found that most of the customers show their

concern for a reliable “Home delivery (door to door) service” that

is presently not available.

10. Despite the people have other sources & availability of others

brands of products, they also prefer dabur’s products, because of

these reasons:-

Availability of products especially in urban areas

12. During the survey it has been that the all level of people want to

have

a deep knowledge regarding the its related products.

13. Regarding the retailing the liquid product like oil , the retailer has

to say that there is leakage problem in the milk packaging .Due to this

problem the retailers have to suffer losses in selling these products.

Regarding the other product the retailer has to say that the

products are being more exploring. Then the problem of product

availability can also be removed.

The company collects data regarding the consumer perception by

using the sample survey, consumer meetings, methods of

questionnaire etc.

The company is also trying to open the outlets where there is lack of

these types of products and people have the need of these products.

The company also provide the education to its workers regarding the

manufacturing & selling the products for this it organizes the seminars

for it’s retailers, distributors and the consumers from time to time.

SWOT ANALYSIS:-

Strength :-

DABUR India Ltd (DIL) is exploring the possibility of a foray into the Rs

4,000-crore soap market, probably under brand name Vatika

DIL's International Business Division is already manufacturing toilet

soaps at Dubai for exporting to several neighbouring countries

The overall size of the Indian market for oncology formulations is

estimated to be Rs 225 crore with Dabur Pharma garnering a 20 per cent

share.

It has large marketing areas for selling products.

The company has a good market share in comparison with other

manufacturing company.

Dabur sold the products in 2005 Sales: 13,572,000,000

Provide our consumers with innovative products within easy reach

Weaknesses :-

The company still using the old system in selling the products in the

foreign market.

There are many competitors using the new ideas in positioning of their

products in the market place in India.

In rural area the all products are not available to the retailer because of

low demand of products.

The all products of Dabur is not known by the buyers specially in

pharmaceutical products in comparison to it’s other competitor.

There are low range of products in pharmaceutical .

Opportunities for the company:-

There is a big opportunity for the company that they can sale their

products in rural area or In others areas where there is no milk

manufacturing company.

There is big demand of it’s medical line products in domestic and as well

as foreign market. where there is lack of milk resources.

It can have a good market share within a few years because it is growing

by leaps and bounds ,and it has good approval from it’s external

environment.

It has bright future in next few years because of it expanding the product

range .

The sources said several issues in DIL's possible foray into soaps remain

to be sorted out.

Threats of company:-

There are many more foreign competitors are coming in Indian market ,

that will create the problem for Dabur.

Du to this reason the Dabur may decrease it’s market share in both foreign

and as well as domestic market.

Competitors:-

In organized sectors , there is manly one competitors of Dabur India Ltd.

Like:- HLL which can compete it . because they have also a big

product line like:- in health care , personal care etc. and all these products

are available approximately on same prices. There is a threat from

Procter and gamble in liquid product portfolio .

In unorganized sectors there are many firms manly in the domestic market

they are indulged in manufacturing of same products and on same price

and in same quantity also and are trying to spread their business in same

field of industry..

RecommendationsSince today’s life of human being is known to be very hectic and full of mental

regiment (disease) due to increasing of carbondyoxide in the present environment and

because of increasing the population as well as pollution.

So in this scenario the human beings need more purity, protein and power

think over the problem therefore they wants a healthy mind for healthy & strong

decisions, i.e. why The DABUR is providing the best products in the market in the

field of , Health Care , Aurbedhya Medicines and other FMCG product . Therefore the

literate people prefer to take Dabur Products because they know that what they are

getting by purchasing the products in comparison to others and what they want.

It’s products is perfect for all segments of consumers.

Therefore it is favorable among all groups of people H.I.G, M.I.G, L.I.G.

Proper placement of hoarding in different localities in urban and as well as

rural areas. The Dabur is working not only in Indian market but also in the

foreign market area. It covers large product segment of products. Through

separate distribution of channels of FMCG and other Pharmaceutical

products.

It has good manufacturing techniques and marketing channels to distribute

the products and services. It gives full attention for the consumer

requirement and demands at right time, right place.

And literate consumers fully support the products and they appreciate for

its better services and products.

And at last it has been found from internal sectors of the company that it

recognizes the value, believes and perception of its consumer.

It surveys the people in better way what they demand.

The company is spreading it self-all over the world by merging to other

foreign partners. It has good management and working culture in the

internal sector of the company.

It also has a god relation with the out side of the organization.

Analysis and SuggestionOn the basis of above study on the topic REPOSITIONING At DABUR There

are some suggestions concerned regarding the organization’s repositioning it self..

These following suggestions would be helpful in repositioning in the market of it’s

product and in understanding the consumer needs and demand what they want.

It will helpful in creation of awareness among the people

First of all the study focuses on unlikeness of this milk because of it’s higher

rates of some products in comparison to other competitors.

There is no door-to-door services are available direct from the dairy but some

retailers who make available this facility to the consumer.

2. There are some special booths for dabur’s products in the market places.

3. Some people have to say that always takes high price in the comparison of

printed rate.

4. The company should conduct the interview by door-to-door step and

convince and come to know it self that why people does not buy the

products.

5. It should arrange the consumers meeting to come to know the some new

suggestions and dairy should provide the education to its customer about

6. These process will be help full in repositioning of dabur in the market of

both domestic and as well as foreign market also.

7. The company should analyze it’s competitor’s strategies and approaches

to reach the consumers

8. The company should be focus on it’s marketing abilities and it’s potential

consumers in different market localities .

9. The company should show the sample to its consumer.

Summary & Conclusions

Thus the above study is based on the topic of REPOSITIONING AT DABUR

The study will be the guiding force future prospect on the basis of above project study.

It can be said that Dabur is performing a leading role in selling personal care,

ayurvedhic products, health care and other pharmaceutical products in the presence of

its various competitors. The Dabur is having the good share of market. It is also

trying to serve in rural areas.

It is too much prestigious organization in the eyes of its Indian and foreigner’s

consumers and its satellite places, which are conducted by it self. People have to say

Dabur is providing all the products i.e. full of protein and in good quantity.

But despite of all these facilities i.e. being provided by the company there is

lack of awareness regarding products and even some people has to say that I can’t say

about Dabur especially in rural areas.

Frequently Asked Question

About Dabur. Q. When was Dabur founded?A. Dabur was founded as a small pharmacy in Calcutta in 1884 by Dr.S.K. Burman.

Q. Who leads the company? A. Mr. V. C. Burman is the Chairman of Dabur India limited and Mr Sunil Duggal is the CEO of the company.

Q.When did Dabur go for its first public issue? A. The first public issue was raised in 1994, and was oversubscribed 28 times.

Q.What is the role of the Burman family in the Company’s management and operations?A. Post-1998, the Burman family has receded from the day-to-day

operations of the Company. They have reduced their strength on the 10-member Board of Directors to 4 members and only provide broad policy guidelines for growth and diversification.

Q.What is the mailing address and phone numbers of Dabur’s headquarters?A. Dabur India LimitedKaushambi, SahibabadGhaziabad, UPIndia - 201010Phone: +91 (0120) 3982000 (30 Lines), +91 (0120) 3001000 (30 Lines) Q. What are the main product categories of Dabur? A. Dabur’s products are available in the categories of Personal Care, Health Care, Ayurvedic Specialities and Food products. For a complete listing of products under these categories, go to our Products page.

Q. How many group companies does Dabur have? A. Dabur India Limited has 5 subsidiaries – Dabur Foods, Dabur Oncology, Dabur Nepal, Dabur Pharma, Dabur Egypt and Dabur Balsara. For details on each of the companies, click on the links on our homepage.

Q. How does Dabur position itself?A. Dabur India Limited is one of the leading consumer goods company of India with interests in healthcare, personal care and foods. We work in active collaboration with nature to provide the best of herbal health and personal care products to its consumers.

Q. What is Dabur’s status in the consumer goods market?A. Dabur is currently the 4th largest company in the Indian consumer goods market. In several categories, our brands like Chyawanprash, Real Juices, Dabur Amla Hair Oil, Hajmola, Dabur Honey, Hommade Pastes are market leaders.

Q. In how many countries does Dabur have its distribution network and

offices? A. Dabur has a distribution network spread across 5 continents and over 50 countries with offices in Europe, America and Africa and production units in Nepal, Egypt, UK and the UAE.

Q. Where can I get a copy of the Company Annual Report? A. You can download a copy of our latest Annual Report from this site Q. What are Dabur’s environmental concerns? A. Dabur derives its unique position of strength from nature and therefore appreciates the need for conservation. We have initiated the Plants for Life Project in the Himalayas for eco-regeneration and cultivation of rare medicinal herbs and plants. Under this project state-of-the-art greenhouse and nurseries have been set up. And farmers are provided the saplings as well as technology to undertake contract cultivation of endangered plant species. Q.How does Dabur implement its social commitments?A. At Dabur we fulfill our social commitments through the activities of Sundesh, a non-profit organisation, the Chunnilal Medical Trust for medical camps and the Plants for Life programme for schoolchildren. Click here for details. Q.What are the major areas of research undertaken by Dabur?A. Dabur’s research initiatives are implemented by the Dabur Research Foundation. The main areas of research are- Testing and trial of products- Product development for new herbal health and personal care products

- Development of new chemical entities and formulations- New initiatives in Phytopharmaceuticals- Active Pharmaceutical Ingredients- Developing new products and improvements in Foods- Scientific validation of the traditional knowledge of herbs Q.Who do I contact at Dabur for a business proposal?A. Various divisions handle different business proposals. Please click here to send in your request.

Q. In what manner and which areas of operation does Dabur support non-profit organisations?A. Dabur participates in various presentations organized by NGOs from time to time. Q. If I have a product idea, whom should I go to in Dabur?A. You can send in your email at newproductidea@dabur.com

Q. Is it possible to order your products for doorstep delivery?A. Dabur does not have the provision for doorstep delivery. However, you may contact your closest distributor or retailer to place your requirements.

Q. Whom should I contact for a product-related query or feedback?A. You can go to our Write to Us section for all queries and feedback.

References

Company’s Manuals

Company’s Website

Marketing Management by Phillip Kotler

Global Marketing Management by Warren.J.Keegan

Internet findings

Marketing strategy & plans – David L, Luck & Co. Ferrd.

Marketing management – G.Rama Swamy.

Marketing & Research – M.M.Verma.

Consumer Behavior -

& Hawkins, Best, Coney.

Building marketing strategy -