NAME: PRAGATI MAHESWARI

ROLL NO: 189

SEMESTER: V

COURSE: BACHELOR OF BUSINESS ADMINISTRATION

MENTOR: TR SIR

DATE OF SUBMISSION: 7th NOVEMBER 2019

“local companies winning in

emerging markets ”
Term paper submitted in partial fulfilment of

The requirements of the graduate degree in

BACHELOR OF BUSINESS ADMINISTRATION (HONOURS)

J.D.BIRLA INSTITUTE

KOLKATA

STUDENT’S SIGNATURE -

SUPERVISOR’S SIGNATURE-

DECLARATION
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I hereby declare that the project work with the title “Local companies winning in
emerging markets” submitted by me for the partial fulfillment of the degree of
BBA is my original work and has not been submitted to any other
University/Institution for the fulfillment of the requirement for any course of
study.

I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any other work done by other or me. However,
extracts of any literature which has been used for this report has been duly
acknowledged providing details of such literature in the references.

The word count of this term paper is around 13,353 words.

I am aware that my dissertation may be submitted to a plagiarism detection

service where it will be stored in a database and compared against work submitted
from this institution or from any other institution.

In the event to my service detecting a high degree of similarity between content

within the service this will be reported back to my supervisor and second maker,
who may decide to undertake further investigation that may ultimately lead to
discipline actions, should instances of plagiarism be detected.

I declare that ethical issues have been considered, evaluated and appropriately
addressed in this research paper.

SIGNED:

DATE: 7th NOVEMBER 2018

NAME: PRAGATI MAHESWARI

ROLL NO: 189

REGISTRATION NO: 138096

MENTOR: tr

ACKNOWLEDGEMENT

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Sometimes words fall short to show gratitude, the same happened with me during
this project. The immense help and support received from my institution
overwhelmed me during the project. The satisfaction and euphoria that accompany
the successful completion of any work would be incomplete unless we mention some
of the people, as an expression of gratitude, which made it possible, whose
constant guidance and encouragement served as a beckon light and crowned the
efforts and success.

The content and accuracy of this project are the responsibility of the vast
information available on the net.

A project is a major milestone during the study period of a student. As such this
project was a challenge and was an opportunity to prove my calibre. It would not
have been possible to see through the undertaken project without the guidance of
my professors and teachers. It was purely on the basis of his experience and
knowledge that I was able to clear all the theoretical and technical hurdles during
the development phases of this project work.

Hence I would like to thank my mentor TR SIR

with heartiest respect and gratitude, for guiding me and helping me in the
research paper.

Also, I would like to extend my gratitude to the Director of J.D.Birla Institute, Dr.
J.N MUKHOPADHYAYA for giving me the opportunity to gather such wonderful
learning experience.

Chapter SUBJECT PAGE

No. No.
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1. Introduction
1.1. overview
1.2. History
1.3. Vision and Mission

2. Literature review
2.1 Basis of study
2.2 Marketing strategies
2.3 Promotional strategies
2.4 Business portfolio
2.5 Swot analysis
2.6 Products of Dabur
2.7 International scenario
2.8 National scenario
2.9 Initiatives and activities
2.10 Growth
2.11 Awards and achievements

3. Objective of the study

4. Research methodology

5. Analysis and findings

5.1 Research design
5.2 Market share of Dabur

6. Conclusion and recommendations

6.1 Summary
6.2 Suggestions & Recommendations

7. Bibliography
Table of Contents

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 CHAPTER 1:INTRODUCTION
1.1 Sun pharmaceuticals company- an overview
Sun Pharmaceuticals Ltd. is India's largest (by market capitalization) and the world's 5th largest specialty
generic pharmaceutical company. The company manufactures and sells high-quality, affordable medicines in
over 150 countries across 6 continents.

As of 31st March 2015, Sun Pharmaceuticals Ltd. had an intellectual capital of 2,000+ scientists, and had
invested over 7% of its annual revenues in R&D. The company has over 48 manufacturing facilities across the
globe. 30 of their brands are among the top 300 pharma brands in India.

The company markets its pharmaceutical formulations as generics and branded generics in India and all
major international markets. The therapeutic segments covered by the company's portfolio of 2000+
molecules include psychiatry, anti-infectives, neurology, cardiology, orthopaedics, diabetology,
gastroenterology, ophthalmology, nephrology, urology, dermatology, gynaecology, respiratory,
oncology, dental and nutritionals.

Sun Pharma's business is broadly categorized into four segments: Active Pharmaceutical Ingredients
(API), International Branded Generics, Indian Branded Generics and US Generics.

They also make specialty APIs that include steroids, hormones, peptides and anti-cancers manufactured
at 14 international standard manufacturing facilities around the world.

Over 72% of Sun Pharma sales are from overseas markets. The US is its single largest market,
accounting for almost 60% of its turnover.

1.2 History of Darbur

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.

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1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated

1972 - Shifts base to Delhi from Calcutta

1979 - Dabur Research Foundation set up. Commercial production starts at

Sahibabad, the most modern herbal medicines plant at that time

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1992 - A new range of coconut oil under the brand name `Anmol' was launched. The
company developed Dab 10, an intermediate for anti-cancer drug namely Taxol.The

1994-New products launched were `Dentacare,' Vatika and Lactonic which were
well received in the market.An integrated facility was designed at Alwar for
manufacture of Ayurvedic Veterinary range at Alwar, a joint venture in technical
collaboration with Shikobo Ltd., Japan to extend the

2000- The Company has taken Nestle SA to the Company Law Board (CLB) charging
the latter with "arm-twisting" it as a majority shareholder in their biscuit
manufacturing joint venture Excelcia Foods Ltd (EFL).

2003-The fourth Largest FMCG, Dabur India Ltd has tied with Free Markets Inc.
for using leading edge technologies to execute online markets for its procurement
needs

2004-Dabur set to acquire Egyptian hair oil brand Touch

2006-Dabur's Director P D Narang appoints as Chairman of PTL

2011- Dabur enters professional skin care market with the launch of OxyLife
Professional Facial Kit, created exclusively for professional use. Dabur India Ltd.
launches its first-ever online shopping portal www.daburuveda.com.

2014 -Dabur India Ltd Announces 125% Interim Dividend -Dabur Launches Anmol
Coconut Hair Oil with Jasmine -Dabur Chyawanprash announces "Immune India
School Challenge 2014" -Dabur Launches India First Ayurvedic Medical Journal -
Dabur enters Packaged Coconut Water market with Real Activ

2015 -Dabur India Ltd has inked an agreement with Starcom MediaVest Group
(SMG). -Dabur India Ltd has introduced an array of professional salon facial
products for men and women under the Oxlife brand -Dabur India has introduced

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the sugar-free version of its popular ayurvedic product Chyawanprash named
Ratnaprash SugarFree

2016 -Dabur Unveils New Premium Natural Baby Care Brand -Dabur acquires South
African cosmetic firm Discaria Trading -Dabur India launches fruit juice-based
aerated drinks

2017 - Dabur India has tied up with e-commerce major Amazon for an online
ayurveda marketplace which will house all ayurvedic brands and products available
in the country. -Dabur India Ltd inaugurated a skill development centre for women
here, as part of the company CSR campaign. - Dabur India launched an on-the-
wheels lab to test honey so as to help reduce adulteration and ensure greater
purity of the product.

1.3 VISION AND MISSION

Vision
"Dedicated to the health & well being of every household"

Principles

Ownership
This is our company. We accept personal responsibility, and accountability to meet
business needs.

Passion For Winning

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 Development
People are our most important asset. We add value through result driven training,
and we encourage & reward excellence.

Consumer Focus

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

Team Work
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.

Innovation
Continuous innovation in products & processes is the basis of our success.

Integrity
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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 CHAPTER 2: LITERATURE REVIEW

2.1 Basis of the Study

Frederic M. Scherer, (2008) Dynamics and Regulation of the Asian FMCG Industry:
A Critical Review, this study examines how product innovation contributes to the
renewal of the firm through its dynamic and reciprocal relation with the firms
competences. Field research in five high-tech firm of varying age, size and level of
diversification is combined with analysis of existing theory develop the findings of
the diversification is combined with analysis of existing theory develop the
findings of the study. Based on the notion that new products are created by linking
competences relating to technologies and customers, a typology is derived that
classifies new product projects based on weather a new product can draw on
existing competences, pre requires competences die firm does not yet have.
Following organizational learning these options are conceptualized as exploitation
and exploration. These organizational concepts are used to gain a dynamic and
path-dependent view of product innovation and development, and to reveal the
unique nature and challenges of different types of product innovation.

Thomas S.Robertson, Jehoshua Eliashberg and Talia Rymon, (1995), new product
announcement Signals and incumbent reactions, the authors focus on NPA Signals.
They develop a set of regarding incumbent's reactions to NPA single is and test
them in a field study among managers in the United States and The United
Kingdom. The authors' findings provide an amortization of the factors affecting
the likelihood of competitive response to NPA signals and agency a set of
managerial implications.

~9~
R Wensley, (2008), product strategic, managerial comprehension, and
organizational performance, Recent comments on the national competitive model
based on the links between organizational skills and value added have recognized
that individual firm performance can be significantly moderated by either or. Both
marketing expertise and differentiating skills within the organization with an
emphasis on high level managerial capabilities. This article considers both a more
detailed analysis of marketing approaches in this area and also.

Pwter Trim, [2008], A new product launch strategy (NPLS) model for
pharmaceutical companies, department of management, the purpose of this paper is
to make explicit positioned in the industry as sustainable competitive advantage
being achieved- various regulations and cultural trial as religion. It is clear from
the research undertaken that some marketing medals are viewed as being too
complex however, it is generally appreciated that marketing models can be used to
interpret complex relationships that are evident in marketing system research
limitations/implications.

2.2 Marketing strategies

Marketing is the process of communicating the value of a product or service
to customers, for the purpose of selling that product or service.

From a societal point of view, marketing is the link between a society’s material
requirements and its economic patterns of response. Marketing satisfies these
needs and wants through exchange processes and building long term relationships.
Marketing can be looked at as an organizational function and a set of processes for
creating, delivering and communicating value to customers, and managing customer
relationships in ways that also benefit the organization and its shareholders.
Marketing is the science of choosing target markets through market analysis
and market segmentation, as well as understanding consumer buying behavior and
providing superior customer value.

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 "Marketing mix" is a general phrase used to describe the different kinds of
choices organizations have to make in the whole process of bringing a product or
service to market. The 4Ps is one way – probably the best-known way – of defining
the marketing mix, and was first expressed in 1960 by E J McCarthy.

The elements are:

 Product (or Service).
 Place.
 Price.
 Promotion.
 Process.
 Physical evidence.
 People.

Product in the marketing mix of

Dabur

Dabur is committed in offering its customers products that are of excellent

quality and are herbal. Their mission is in providing goods that prove healthy for its
customers, as health is wealth. Nature provides inspiration to all its products.
Dabur deals in many categories of merchandises like oral care, hair care, skin care,
food products, and health-care and home-care products. In1940 Dabur launched
Dabur Amla Hair Oil and even today, it is one of the leading products of the
company. In 1949, it gave the world Dabur Chyawanprash. From children to the old-
age group it is the favorite of every generation. In 1970, Dabur added Oral
products like Dabur Lal Dant Manjan to its portfolio. Hajmola tablets and Hajmola
candy were introduced in the market in the year 1978 and 1989 respectively.

In1994 Dabur became the world’s second company to enter the market for anti-
cancer medicines. Its research and foundation team helped in developing a drug
thatis extracted from the Asian Yew tree leaves. This eco-friendly process is
unique and one of its kind. Its health products include Dabur’s Honitus Cough
Syrup, Dabur Active Blood Purifier for women, Dabur Shankha Pushpi to enhance
the memory, Dabur Balm Strong for headache and Shilajit Gold for rejuvenation.

~ 11 ~
In 1996, it stepped in the food market for the first time with the launch of Real
Fruit Juice and later introduced cooking paste, homemade pappad, coconut milk and
tomato puree. Its skin products, under the name ‘Gulabari’, include Rose water,
Moisturizing cream, Face freshener, Moisturizing lotion and under the name, ‘Fem’,
include Pink bleach, Gold bleach, Blue bleach, Herbal bleach, Liquid hand wash and
Hair removing cream.

Price in the marketing mix of Dabur

Dabur has hired a special team of trained professionals who scrutinizes the
changing perception of the market. They make a systematic and regular evaluation
of their own products as well as their competitors’ products. After analyzing each
aspect carefully, they determine their pricing strategy. As Dabur is a nature based
company and they deal with Herbal products, so compromise is not allowed with the
product. The prices are kept with a minimum profit in mind. It is the aim of the
company that more and more people buy these natural products, as they are
beneficial for the health of every individual.

Pricing strategy also involves the customer’s reaction. Whenever a product

receives an adverse price reaction the company brings out any of its discount or
special schemes to counter attack it. Some times the price hike is minimal, but the
size of the pack is reduced so that both the consumer and the producer balance it.
At other times, a price hike becomes compulsory and it is then the loyalty of the
customer is tested. As the quality maintained by the company is at much higher
level than others are, it is able to retain its customer base. A person can buy Dabur
products easily from the many areas in the market. Dabur has maintained the
quality of its products and its prices are very reasonable compared to other brands

Place in the marketing mix of Dabur

Dabur has nearly 2.8 million showrooms and retail outlets. It has covered its base
successfully in both the markets, rural and urban. It has captured the imagination
of worldwide markets, all over the globe, in more than 60 countries. Talks are going
on with other countries also, to include Dabur products in their market. Dabur
authorities uses its sales force as well as distribution channel to market its
products. It has a firm grip on its market intermediaries like wholesalers and then
retailers and lastly dealers. It is through all these channels that a Dabur product
passes and at last reaches the consumer. Their strong network for distribution and

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supply is extensive and incomparable. The products are sent from one place to
another with ease.

It has many laboratories where thorough research and development work is in

progress. This ongoing work has helped them in utilizing the modern facilities
without compromising on their basic principles of ethic and values. Dabur has many
manufacturing plants in India. The plant 1 at Sahibabad deals with Hajmola, Dabur
Amla Hair oil, Oncology medicines, Hingoli and Ashokarisht. The Unit 1 in Baddi
deals with Ayurvedic medicines, The Unit 2 in Baddi deals with Chyawanprash, The
Unit in Narendrapur deals with Honey. Dabur has opened its first manufacturing
unit overseas in Birgunj Nepal. This unit is equipped to manufacture Oral care
products, Ayurvedic medicines, Hair Care products and Fruit Juices. A
manufacturing unit is established in Egypt and this unit deals with Food products,
Skin care products and Hair care products.

Promotions in the marketing mix of Dabur

Trust and Dabur go hand in hand. Their innovative vision has led to phenomenal
progress and conquering milestone after milestone. The confidence that the people
show in Dabur products helps them to buy those products. It has joined hands with
international companies to boost up its sales.

In India, Dabur has launched a full-fledged advertising campaign. This will help in
making the customers aware of all the Dabur products, their prices, their main
features and the places where the buyers can buy them easily. Every little detail
of a Dabur product is available online. Online shopping is being encouraged, as the
younger generation is techno-savvy. Even the children and older generation have
become interested in buying products online to save time.

In Televisions, famous actors and sportsperson are advertising the products.

Amitabh Bachchan is seenregularly in Dabur ads like Dabur Chyawanprash and
Dabur Hajmola. Sonakshi Sinha and Samantha Prabhuare are seen in Dabur Vatika
Hair Oil. Salman Khan has been a regular promoter of Ranbaxy’s Revital 30+. The
promotions by celebrities help in the continuous and high sales of the products.

2.3 Promotional Strategies

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Promotional strategies for goods include word-of-mouth, publicity, sampling,
discounting and advertising. However, the promotion strategy should be developed
to reach the target market, meet the goals and objectives. Do not divert from the
main aim of your promotion, that is to further the growth or development of goods.

Product promotion is one of the necessities for getting your brand in front of the
public and attracting new customers. There are numerous ways to promote a
product or service. Some companies use more than one
method, while others may use different methods for
different marketing purposes. Regardless of your
company's product or service, a strong set of
promotional strategies can help position your company
in a favorable light with not only current customers
but new ones as well.

ADVERTISING
Advertising is a form of communication that typically attempts to persuade
potential customers to purchase or to consume more of a particular brand of
product or service. Many advertisements are designed to generate increased
consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these purposes,
advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the Internet and
billboards. Advertising is often placed by an advertising agency on behalf of a
company or other organization. Dabur has created the huge brand image and a vast
product following by associating mega-names like Amitabh Bachchan, Rani
Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on
the advertising of Real “Fruit Juice” and “Real Active”. So far the company has
been successful in this mission as the people now know the brand and ask for its
products by name.

Sales promotion

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“An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free
gifts or trading stamps, arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price reductions, door-to-door
calling, telemarketing, personal letters on other methods”. In marketing, sales
promotion is one of the four aspects of promotion. (The other three parts of the
promotional mix are advertising, personal selling, and publicity/public relations.)
Sales promotions are non-personal promotional efforts that are designed to have
an immediate impact on sales. Sales promotion involves short-term incentives to
encourage buyers to purchase a product. It's aim is to encourage immediate
purchase of a product. If used too often however, sales promotion can create a
situation where consumers will not buy unless there is a bonus offer. This will
result in loss of profit for the company. More than any other element of the
promotional mix, sales promotion is about “action”. It is about stimulating
customers to buy a product. It is not designed to be informative – a role which
advertising is much better suited to.

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2.4 BUSINESS PORTFOLIO OF DABUR

PERSONAL CARE :
HEALTH CARE :
Dabur has a wide range of personal
care products and some products as Dabur Chyawanprash, Dabur
Dabur amla hair oil, vatika shampoo, Shwaasamrit, Dabur Pilochek, Dabur
dabur gulabari, u veda, etc. Heal-ek, Hajmola Candy, Pudin hara,
Dabur Blood Purifier,etc.

HOME CARE AND FOOD REAL JUICE SEGMENT :

PRODUCTS :
 Real
 Tomato Ketchup  Active
 Lemoneeze  Burst
 Capsico
 Cornflour
 Pineapple slice
 Fruit cocktail
 Tomato puree

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 2.5 SWOT ANALYSIS

A.Strengths in the SWOT analysis of Dabur

 A large number of variants: The fruit juice is available in two variants

namely the Real and the Real Activ Juice. Both the drinks are there in 16
flavors like Mango, Mosambi, Guava, Plum & Litchi, Pomegranate, Tomato,
Cranberry, Peach, Blackcurrant, Apricot, Orange, Pineapple, Apple and mixed
fruits.
 Real Fruit: The unique selling proposition of the juice is that there are no
additives and that it is made from real fruit which is then mixed with an
equal quantity of water. In Real Activ, there are no added sugars or flavors
and no preservatives or additives of any sort.
 Endorsements and certifications: Dabur Real Juices are endorsed by
PFNDAI — Protein Foods & Nutrition Development Association of India.for
the nutritional content them.
 Better Understanding of Indian market: As against multinational brands
like Pepsi, Coca-Cola or Tropicana, Dabur being an Indian company has deeper
understanding of the Indian taste. They have introduced Indian fruits like
Mosambi and Guava which are favorites amongst the local audience.
 A composition of the juices: The juices have no artificial flavors and are
completely rich in vitamins and antioxidants. The Real Activ which has no
added sugars is also rich in fiber and can be consumed even by diabetic
patients. The brand also sells vegetable juices and a combination of fruits
and veggies.
 Dabur India is the fourth largest company in FMCG segment with a revenue
of US$ 910 Millions
 Dabur has its own heritage, it is more than 100 years old , established in the
year 1884
 It has presence in around 60 countries across the world
 It is the world’s largest ayurvedic medicine provider
 Dabur has extensive distribution service network with 50 carrying &
forwarding agents

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  Dabur has the largest distributors in its respective segment, around 5000
 The top performing five master brands are Dabur, Vatika, Hajmola, Real,
Fem
 It has 17 sophisticated manufacturing facilities
 The product length includes around 300 prescribed products and few of
them are sold over the counter
 Dabur product categories include health care, personal care, foods, home
care, consumer health – OTC/ethical, professional range

B.Weaknesses in the SWOT analysis of Dabur

 Image: Dabur has always been associated with pharmaceutical and medical
industry and thus they found it difficult to take up the image of a company
that sells fruit juice in comparison to their competitors like Tropicana or
Coca-Cola who had established the presence in the juices market.
 Indian habits: Quite unlike the Western world where fruit juice is
consumed during breakfast the Indian habits are different. Here fruit juice
is something that is offered to guests or which is consumed occasionally.
This reduced the frequency of purchase.
 Packaging: Real Fruit Juices do not have additives or preservatives and thus
the company has had to invest profusely into determining technologies for
packaging in order to retain the freshness and quality of their drinks.The low
shelf life also creates challenges in distribution channel management.
 Expensive: In comparison to aerated drinks like Pepsi or Coca-Cola, Real
Fruit Juice is expensive and thus may not be preferred by all customers. Yet
another issue here is that such drinks are not perceived as value for money
options.
 Acquired Taste: Dabur Real Juices do not have the fresh taste of juice and
is alleged to have a medicinal flavor to it. Customers may need to get used to
the taste of the juice to start liking the flavor making it an acquired taste.
 Dabur doesn’t have direct company outlets
 Lack of awareness of products by customers
 Doctors prescribe allopathy medicines as they get more incentives from
medical companies and the share of ayurvedic companies are less compared
to allopathy
 According to a survey the number of registered practitioners in Ayurveda is
less than 3.7 lacks which is a meagre figure compared to allopathy doctors
 Ayurvedic medicine takes time to cure compare to allopathy medicine

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C.Opportunities in the SWOT analysis of Dabur

 High market potential for packaged drinks in India: The market size of
the packaged drinks market is roughly around 100 crores INR and it is
expected to grow at around 18 percent per annum. This is a
huge opportunity for an Indian company like Dabur.
 Favourable environment in India: With the government supporting “Make in
India” domestic companies have a lot to gain in terms of government support.
Moreover, there are a lot of concessions granted to the food processing
sector.
 Dabur is the world’s largest ayurvedic medicine and its export quantities are
constantly in demand in foreign market
 The affinity towards yoga and Hinduism is proving more advantageous
towards the reach of ayurvedic medicines globally
 People have started realizing that ayurvedic medicines like Dabur, Himalayas
etc doesn’t have much of side effects
 Growing women’s earning power has made them independent and has made
them to be more health and beauty conscious – a segment in which Dabur too
is trying to capitalise with its products
 Improper and unhealthy food habits due to modernization has forced people
to take ayurvedic supplementary like Chavanaprash, Hajmola, and life style
medicines
 Ayurveda as a field is receiving much more attention across the world in the
last 2–3 years. Thus huge opportunity for Dabur to capitalize on the market
sentiments.

D.Threats in the SWOT analysis of Dabur

 Low barriers to entry: There are low or no barriers to entry in the fruit
drinks sector and competition comes in all shapes and forms. Even small to
medium-sized businesses set up local production units that make fruit juices.
 Competition: Some of the major competitors of Dabur Real are Minute Maid,
Onjus, Coca-Cola, Pepsi, Mirinda, Slice, Maaza, Frooti, and Tropicana.
 The allopathy players are of major threat as they invest heavily on
advertising and distribution of their products through medical
representatives etc

~ 19 ~
  Some ayurvedic doctors give their own medicines or give a mixture of
Ayurvedic Company’s product without packaging (loose medicines). This
reduces the sales in the market and dilutes the brand image
 Since ayurvedic medicinal practise is obtained traditionally there are many
untrained professions who take up the profession
 Lead and ferric content is more present in many ayurvedic medicine, this may
sometime result in reverse side effects when consumer over longer period
 Kerala is an ayurvedic hub, for most of the treatments. Hence people visit
directly and attend health camps to get cured.

2.6 PRODUCTS OF DABUR

A. HEALTH SUPPLEMENTS

AYURVED CHYAWANPRASH

 Derived from 2,500-year-old Ayurvedic formula

 Totally chemical-free, natural and safe
 Combination of herbs and plant extracts in a base of Amla fruit pulp
 Refined by Dabur to provide traditional goodness with best quality.

DABOUR HONEY

Deemed as a top health food across the globe, honey is a wonderful creation. The
health properties of this thick golden liquid have been valued since ages.

DABUR GLUCOSE-D

Get a jump start on your day by filling up with the extra energy of Dabur Glucose-
D. Enriched withVitamin-D and Calcium for easy assimilation and quick
replenishment of essential vitamins,minerals and body salts, Dabur Glucose is a
ready source of energy to fight tiredness. It refreshesyou instantly.Besides
helping in quick recovery of energy lost due to fatigue, Dabur Glucose also
providesessential nutrients that refresh and energizes you to fight tiredness and
fatigue caused by summerheat. Extremely good for growing children and
sportspersons, Dabur Glucose also helps in all round development of kids.

B. HAIR OILS

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AMLA
It strengthens your hair from within, encourages fresh growth and controls pre-
mature greying.
Dabur Amla Hair Oil nourishes the scalp and strengthens the hair strands, from
root to tip, to give you thick, long & shiny tresses.

VATIKA

Dabur Vatika Enriched Coconut Hair Oil is many solutions in one bottle. Amla is
known toprovide outstanding nourishment and care, Henna deeply conditions the
scalp while Lemonenhances hair growth by exfoliating and removing dead cells from
the scalp. All these ingredientsin combination with Coconut Oil completely nourish
your hair as well as make for an effectiveremedy to treat any hair damage.

ALMOND

Enriched with the goodness of Almond protein and Vitamin E, regular use of Dabur
Almond Hair Oil help prevent split-ends and hair loss, promote hair growth and
restore the natural moisture of the scalp; thus giving you longer, thicker & lustrous
hair. So perm your hair or colour them butdon’t forget to nourish them with a
healthy dose of Dabur Almond Hair Oil.

C.ORAL CARE

RED PASTE

Dabur Red Paste is a unique blend of traditional Indian medicine and modern
pharmaceuticaltechnology bringing out the best of both. This side effects free,
effective formulation is useful for maintaining oral hygiene and keeping the gums
and teeth healthy. Dabur Red Paste is packed with the power of 13 active
Ayurvedic ingredients like Laung Pudina & Tomar among others that keep all your
dental problems away.

BABOOL

Babool Toothpaste is natural toothpaste packed with the benefits of Babool

extract 'Acacia Arabica'. The Babul herbal extract in Dabur's Babool Toothpaste
helps keep your gums healthy and teeth strong. The tooth paste has the natural
power of T3 (its unique 1-2-3 action gives the teetheffective protection and

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tightens the gums) T1 (its antibacterial power fights against germs) & T2 (it forms
a protective layer over gums and protects it against germs).

D. DIGESTIVES

HAJMOLA

Dabur Hajmola is a mix of traditional Indian culinary herbs, spices and edible salts
and is a market leader with more than 50% share of the digestive tablets segment
in India.

PUDIN HARA

Dabur Pudin Hara contains Pudina Satva as the main ingredient and is known to give
quick relief from stomach ailments like stomach ache, gas and indigestion. A
trusted and fast-action remedy, Pudin Hara is 100% natural and safe.

E. SKIN CARE

DABUR GULABARI ROSE WATER

Dabur Pudin Hara contains Pudina Satva as the main ingredient and is known to give
quick relief from stomach ailments like stomach ache, gas and indigestion. A
trusted and fast-action remedy.

F.SHAMPOOS

ALMOND SHAMPOO

This ultra nourishing shampoo is made using Almond Vita Complex and Milk extracts
so that your scalp feels replenished and hair smooth each time you use it. Its
regular use will make your hair silky soft and shine beautifully.

VATIKA BRAVE AND BEAUTIFUL

A specially formulated solution for sensitive skin, Dabur Vatika Brave & Beautiful
Shampoo is dermatologically tested to give you shiny and silky smooth hair. As part
of Dabur’s ethical range of products, this shampoo is free of any harmful
chemicals, which means its regular use will leave you with a gorgeous and thick crop

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of hair. Enriched with natural extracts of Olive, the shampoo provides all the
essential nourishment to keep your scalp and hair moisturized, healthy & smooth.

G.FOOD

REAL

Today, Réal has a range of 14 exciting variants - from the exotic Indian Mango,
Mausambi, Guava & Litchi to international favourites like Pomegranate, Tomato,
Cranberry, Peach, Blackcurrant & Grape and the basic Orange, Pineapple, Apple &

Mixed Fruit.

Made from best quality fruits, Réal does not have artificial flavours and
preservatives, and offer your kids not just great taste, but also FRUIT POWER -
the power of fruits… the power to stay ahead.

ACTIV

Réal Activ is a range of unsweetened juices that contain No Added Sugar, Colour or
Preservatives. Réal Activ juices are made from concentrated juices. After the
juice is pressed from the fruit, the water is removed to reduce transportation
load. At our factories, during the manufacturing of juices/ juice blends, we add
back the equivalent quantity of water. Thus, Réal Activ Juices have as much juice
as present in real fruit.

H. HOMECARE

ODOMOS

Odomos is a clinically proven brand of mosquito repellent that offers the most
effective protection from mosquitoes, the carriers of deadly viruses that cause
diseases like Dengue, Chikungunya, Malaria, Filaria and Encephalitis etc.
Independent institutes have clinically tested and certified Odomos to be the best
protector against mosquito bites for as long as 12 hours. Contrary to popular
perception, diseases like Dengue and Chikungunya are spread by daytime
mosquitoes. Children, when they venture out to play in gardens or even while in
school, are at risk of being bitten by these mosquitoes. Even people in offices are
at risk of falling sick after being bitten by these mosquitoes. Odomos is the only

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personal application product that offers users complete protection from daytime
mosquitoes that spread such life-threatening diseases.

ODONIL

Odonil Air Fresheners are available in 'Block' as well as 'Room Freshener Spray'
formats. Odonil Blocks are small space fragrancers which can be used in your
bathrooms, cupboards etc. Odonil Blocks come in a range of exciting fragrances
like Orchid, Rose, Lavender & Jasmine. They are also available in easy-to-use &
convenient packaging such as 'Hanger Pack', 'Net Pack' and 'Dispensers'.Odonil
Room Freshener Sprays can be used anywhere in your home. Just spray it and
transform the mood of your family members. Odonil Room Freshener sprays are
available in a variety of exciting fragrances including Jasmine Spirit, Lavender
Breeze, Wild Fantasy & Ocean Dreams.

DABUR’S PRODUCT LINE

CATEGORY OF DABUR’S SHARE MAIN

PRODUCTS COMPETITORS

Fruit Juice 58% Real and Activ Tropicana.

Fruit Drinks (coolers) 1% Coolers Frooti, Mazza, and Slice.

Hair oil Coconut Base 6.4% Vatika HUL, Marico.

Shampoo Vatika 7.1% HUL and P&G.

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Hair Care (overall) 27% HUL, P&G and Himalaya.

Chyawanprash 64% Himami, Zandu and

Himalaya.

Honey 40% Himami, Hamdard and local

players.

Digestive 37% Paras and local players.

2.7 International Scenario

Global Market:

• International Business Division (IBD) caters to markets in Nepal, Bangladesh,

Middle East, North and West Africa, EU and US
• Contributes to 30% of total sales
• Promoting Dabur and Vatika in these markets
• Vatika is the fastest growing hair-care brand in the Middle East
• Leveraging the ‘natural’ preference among local customers.

Final Recommendations

Dual strategy

Consolidate the domestic market and expand internationally in selected growth

markets Leverage core therapeutic herbal/ ayurvedic platform.

~ 25 ~
Build a platform to enable Dabur to become a global ayurvedic leader Although
requiring an adaptive strategy, Nigeria can be an attractive market for Dabur
International.

Focused in Bangladesh:

But the launch of Dabur Vatika in 1995 brought about a sea change in that
perception. Within six years of its launch, Vatika had become the market leader in
the value-added hair oils segment. Its success pushed Dabur into the league of top
FMCG product companies in India. Dabur Vatika’s success can be attributed to the
company’s differentiated product offering and meticulous brand building
initiatives. Till then, the hair oil market had been dominated Parachute, being the
market leader. Dabur Vatika, has become a leading brand in the natural personal
care product segment. Marketing communications play an important role in building
brands.Major focus urban area like Dhaka city, Dhaka surrounding. Ctg city, Ctg
surrounding. Shylet. Khulna. Rajshahi area. 80% sales are coming on urban area and
20% sales are coming rural area. Vatika Brand is focused in urban area and shampoo
mini focused on rural area.

2.8 National Scenario

New Delhi, October 4th, 2010: This festive season, gift your loved ones the Réal
‘Gift of Goodness’. Dabur India Limited, India’s leading natural healthcare company,
is introducing a range of 11 special Diwali gift packs of Réal fruit juices and Réal
Activ “No added Sugar” juices, offering the holistic goodness of fruits in an
attractive festive package.

Dabur has introduced eleven different gift packs of Réal and Réal Activ fruit
juices, priced between Rs 90 and Rs 270. Branded as ‘Gift of Goodness’, these gift
packs are eloquently designed and decorated and signify the importance of gifting
as a phenomenon that is so important to all Indians. The special packaging includes
a ‘Réal Fruit Express’ pack with pictures of the famous Disney cartoon character

~ 26 ~
Mickey Mouse and designed to resemble a metro train. Also being offered is a
special ‘Celebrate an Activ Life’ suitcase pack featuring the image of the Réal Activ
brand ambassador and cine star Bipasha Basu. In all, there are four special Réal
Activ gift packs and seven Réal festive gift packs.

“Consumers today are becoming extremely health conscious and are looking for
healthy and non-traditional gifting options. In this scenario, Dabur’s Réal Gift of
Goodness range is a welcome change from the calorie-laden traditional gifting
options. Our gift packs offer the best combination of taste and nutrition, and is
yet another illustration of Dabur’s commitment towards the health and well-being
of every household,” says Mr. K. K. Chutani, Marketing Head-Foods, Dabur India
Ltd.
Dabur India pioneered gift packs in the fruit juices category, and its special packs
have always received overwhelming response. Dabur gift packs are introduced with
the sole motive of promoting exchange of healthy gifts — in essence, gifting good
life to your near and dear ones. “We have traditionally seen a sharp rise in sugar
intake during the Diwali season, thanks to the higher consumption of Matthias etc.
With our various gift packs, we are offering consumers a chance to gift their loved
ones good health this Diwali,” says Mr. Chutani.
The Réal & Réal Activ Diwali gift packs would be available in all premium retail
outlets across major towns in India. So this Diwali, get all set to refresh the sweet

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memories with your family & relatives giving them the best combination of taste
and nutrition.

2.9 INIATIVE AND ACTIVITIES

Dabur India's CSR Policy is inspired by the words of its founder Dr S K Burman
who said "What is that life worth which cannot bring comfort to others". While
pursuing our business strategy of introducing products that give our consumers
health & wellness, Dabur operates in a manner that not just continues to generate
an attractive return for shareholders, but also minimizes our impact on the
environment and helps in replenishing the planet; while lending a helping hand to the
community.

Our CSR Vision

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Through sustainable measures, actively contribute to the Social, Economic and
Environmental Development of the community in which we operate ensuring
participation from the community and thereby create value for the nation.

Our CSR Mission

1. Ensuring socio-economic development of the community through different

participatory and need- based initiatives in the best interest of the poor and
deprived sections of the society so as to help them to become SELF-
RELIANT and build a better tomorrow for themselves.
2. Ensuring environmental sustainability through ecological conservation and
regeneration, protection & re growth of endangered plant species, and
promoting biodiversity.

Our Activities

The CSR activities we pursue will be in line with our stated Vision and Mission,
focused not just around our plants and offices, but also in other geographies based
on the needs of the communities.

The four focus areas where special Community Development programmes would be
run are:

1.Eradicating hunger, poverty and malnutrition:

 Provision of food, nutrition supplement, clothes etc for the poor,

children and other deprived sections of the society.
 Supporting nutrition in anganwadi centres and building capacities of
anganwadi workers to this effect.
 Provision of shelter for homeless.
 Promoting sanitation, making available safe drinking water

2. Promoting Health care including Preventive Health care through awareness

programmes, health check-ups, provision of medicine & treatment facilities ,
providing pre natal & post natal healthcare facilities, prevention of female
foeticide through awareness creation, program for preventing diseases
and building immunity.

3. Ensuring environmental sustainability and ecological balance through :

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  Plantation drives in schools, villages, our manufacturing units &
offices/business premises and other areas in general;
 Reviving endangered plants, promoting agro-forestry;
 Protection of flora & fauna;
 conservation of natural resources
 Maintaining quality of soil, air & water.
 Adoption of wastelands to cultivate plants;
 Promoting biodiversity;
 Animal welfare and veterinary services.
 Technical support and Knowhow for improving farming and building
capacities of small farmers.
 Promoting alternate energy resources.

4. Employment and livelihood enhancing vocational skills and

projects including tailoring, beautician, mehandi application, bee keeping,
food processing and preservation, vermi-composting and other Life Skill
Training and livelihood enhancement projects.

In addition, the Company has identified the following areas for Community
Development interventions:

5. Promotion of education especially among children, women, elderly and the

differently abled including:

 Non-formal education programmes.

 Supporting schools with infrastructure like benches, toilets, potable
water, fans etc.
 Supporting other educational institutions.
 Improving educational facilities in general.
 Supporting children for higher education.

6. Promoting gender equality and empowering women including:

 Adult literacy for women.

 Promoting and providing credit support to women's self-help and joint
liability groups.
 Training in vocations pursued by women.
 Setting up homes for women & orphans;

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  Setting up old-age homes & other facilities for senior citizens
 Setting up hostels for working and student women, day care centers for
kids of working women

7. Contribution or funds provided to technology incubators located within

academic institutions which are approved by the Central Government.

8. Rural Development Projects.

9. Other Activities:

 Promotion of Sports with special focus on training for rural sports,

nationally recognised sports, Paralympic sports, Olympic sports.
 Welfare for differently disabled persons
 Setting up public libraries
 Reducing inequalities faced by the socially and economically backward
groups
 Protection of national heritage, art, culture and handicraft; Restoration
of Buildings & sites of historical importance & works of art.
 Welfare of armed forces personnel, war widows and their dependants

10. Incidental Activities.

 Employing people and incurring other costs to carry out aforesaid

activities.

11. Such other activities as the Board may consider to be appropriate.

2.10 GROWTH
Dabur says that its oral care business led by Dabur Red Paste and Meswak,
continued to move forward on its strong growth trajectory and ended the quarter
with a near 19 percent growth. The hair oils business also reported an over 14
percentgrowth during the quarter. The home care business ended the quarter with
an over 12 percent growth, while the OTC & Ethicals business ended the period
with a near 11 percent growth.

The quarter saw Dabur launch a number of new products and variants across
geographies, all of which have received good response, the company says. During

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the quarter, Dabur extended the Hajmola brand to the beverage market with the
launch of Hajmola Yoodley and also strengthened its presence in the professional
skin care market with the launch of two new products under theOxyLife brand. In
addition, the hair oil portfolio was expanded with the launch of Vatika
Jasmine.Dabur’s International Business recorded good growth during the second
quarter, despite disturbances in key geographies.

2.11 AWARDS AND ACHIEVEMENTS

Dabur Chyawanprash Immune India Campaign bags Gold Award for Best School
Contact program.

Dabur among India's 50 Best Blue Chip Companies offering best investor returns.

Dabur India listed among Top 5 Indian brands to look out for in 2010, according to
MSN.

Dabur India Ltd ranked 19th amongst India's Best Wealth Creators by Dalal
Street Journal.

Dabur placed 158 in BS-1000 list. In the Super Rank, Dabur placed No 9.

Dabur is category winner in FMCG-Personal Care as biggest wealth creator.

Dabur moves up 12 places to take 79th position in Super 100 list for 2009.

Dabur India CEO Sunil Duggal among India's Most 'Value'able CEOs.

Dabur India Ltd moves up 6 places In ET- 500 List for 2009.

Dabur is India's 25th Most Valuable Brand.

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Chapter 3: Objective of the study

The general objective of this study is to learn and measure the performance of
marketing activities of Dabur India Limited. The specific objectives of this study
are as follows:
• To know the overall functioning of Dabur India Limited.
• To know about the unique features associated with marketing activities.
• To analyze the Marketing activities used by Dabur India ltd.
• To identify the problems related to the marketing activities of Dabur India
Limited.
• To make recommendations, for the solution of the problems of Dabur India
Limited.

~ 33 ~
Chapter 4 : Research methodology
As the purpose of the project report is to analyze the consumable products
successfully launched in the last three years. The data was collected with the help
of secondary sources. Secondary data was collected by me, which the company has
furnished for the general public. The secondary data was gathered with the help of
various magazines, newspapers, journals, and brochures and also through the
Internet. For secondary sources no fieldwork was employed.

Sample Profile: A case study from secondary data has been taken.

Type of study: The case study analysis have been taken in the form of
secondary data from different reports, financial statements & websites.

Data time: In order to collect the following data time was taken by me as the
source of data collection was from a secondary source:
Data collection 6 days
Report preparation 5 days
Literature review 4 days
Analysis and findings 2 days
Report correction 2 days
Final report preparation 1 day
Total time 20 days

Source of data: It was a published data and it was collected from different
sources like
A) News Papers / publication

~ 34 ~
 B) Internet

C) Advertisement

Period of study: It took me almost a month to thoroughly go through the

project and make a proper survey on it.

Tools Used: Various tools have been used in this project for proper data
evaluation. Statistical data , numerical & various geometrical representations have
been made for a clear analysis.

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 CHAPTER 5: ANALYSIS AND FINDINGS

5.1 MARKETING & PROMOTIONAL STRATEGY

ANALYSIS OF DABUR INDIA LIMITED

The overall business activity of Dabur in categorized into Four Strategic Business
Units
for strategic purposes.

BUSINESS
UNITS

CONSUMER CARE CONSUMER INTERNATIONAL

FOODS DIVISION
DIVISION HEALTH DIVISION CARE DIVISION

Consumer care division

The division forms the core FMCG business. It consists of the 5 power brands
valued over Rs 1000 crores. It is the main division contributing over 68 % of the
total revenue. It consists of products in the personal care, health care & home
care segments.

Consumer Care Division Sub Segments are:

a) Oral Care Segment

The market Size of Oral Care is estimated at Rs 2400 crores. The segment
consists of

~ 36 ~
toothpaste, tooth-power & toothbrush, with toothpaste contributing of over 68 %
followed by 17 % of toothbrush and the rest 15% is the share of tooth-power.
Dabur commands 15 % market share in the toothpaste and toothpowder category.
It is enjoying good growth in this sector. It operates in all the segments- economy
with Babool, popular with Dabur Red and premium with Meswak.
Dabur has grown at over 33.80 % in FY07 while the industry has shown a growth of
13.20% value terms growth and 9.2 % in volume terms.The market size is estimated
at approximately Rs 2400 crores.

Dabur’s Status

 Position – No 3 player
 Market Share -15 %
 Brands : 4 herbal toothpastes and toothpowder brands.

b) Baby and Skin Care

Shampoo Market Share

The market size is estimated to be Rs 6000

crores. Dabur operates in this category with
Dabur Ayurvedic baby range with oils and
Tonics & Gulabari range of rose based skin
care products. This segment is contributing less
than 8 % of the overall revenue.

c) Hair Oils and Shampoos

Hair Oils
 Market Size – Rs. 22.6 bn
 Dabur has 17% share
 Key brands
Hair Oil Market Share
 Dabur Amla Hair Oil
 Vatika Hair Oil
 Anmol Coconut and Mustard Oil

Shampoo

~ 37 ~
  Market Size – Rs. 15.3 bn
 Herbal offerings under Vatika brand
 4th largest player with 5% share

Consumer Health Division

Consisting of Ayurvedic & OTC Healthcare. The entire range covers of over 260
of a over the counter and ethical medicines. The expected market size is app. Rs
500 crores. The revenue contribution from the division is less than 7 % to the
overall revenue.

International Business Division

Overseas business with its headquarters at

Dubai. It contributes to over 13 % to the group
revenue. It is responsible for all the group’s
overseas interest and acquisition etc. It is the
fastest growing segment among all the four SBU’s.

~ 38 ~
  Markets divided into 3 categories : Focus, Potential and Oppurtunistic
Markets.
 Leveraging ‘natural wave’ to market Dabur products in GCC & Africa
 Exending Dabur equity in neighbouring markets
 CAGR of 25%+ in International markets.

Foods Division

It consists of Food beverages & culinary products. It is

market leader with over 51 % share. It is covering the
entire market segment its three brands, Real,
Active and twist. The revenue contribution from this
division is over 10 %. Activ has been
positioned as a premium juice brand while real is more
positioned toward SEC B & C segment.

~ 39 ~
5.2 Market share of Darbur

6 MONTHS GRAPH OF MARKET SHARE OF

DABUR(28 MAY-16 NOV)
DABUR INDIA is recently bottomed out around Rs 365 and then rallied over more
than 10 percent after showing positive divergence in RSI. Recently, stock is
consolidating above its 200 DMA which comes near Rs 383 levels which is giving
cues for moving on upside.

The MACD has given bullish crossover on daily chart in negative territory implying
strength. RSI also seems to be bottoming out from its oversold zone and trading
above 50 marks, which further confirms its bullish bias. 100 DMA is trading around
Rs 415 levels; closing above it will increase buying momentum further.

One can go long in the scrip around Rs 384 with stop loss of Rs 362 for the higher
target of Rs 420.

~ 40 ~
 CHAPTER 6:
CONCLUSIONS AND RECOMMENDATIONS
6.1 Conclusion
Dabur Company came into the market for low end consumers with quality products.
The objective of the founder Dr.Burman was to make available quality health care
products to all especially low end consumers who are usually cheated by other big
companies. Its basic marketing strategy seems to be providing numerous products
under a broad product group and that too in different shapes and sizes. This
helped Dabur to cater the needs of small as well as large sized customers.
Geographically it expanded its business all over India so that the presence could be
felt by its loyal customers all over the place. Moreover, with regards to pricing, it
has cost effective inputs which enables them to keep their price low. they also
offer various other, their own lucrative products with each other. This serves dual
purpose of selling and advertising.
The company has grown manifold during these years due to trust which it has built
in its customers vide quality and pricing. Moreover, it provides health care
products of all types which serves as a single window for customers.

The case deals with the restructuring initiatives Dabur took in the early 2000s. In
order to cater to a wider audience, Dabur decided to reposition itself as an FMCG
company with an herbal plank, moving away from its earlier image of an Ayurvedic
medicine manufacturer. In order to convey a new vibrancy, the company has
adopted new product offerings and new packaging. Dabur's promotional campaign
includes leading Bollywood actors and sports Stars. Dabur moved away from an
umbrella branding strategy and went in for individual branding. It pruned products
which were not aligned with its brand architecture. It also took concerted steps
towards geographical expansion to international markets, and within India, focused
on regions like southern India, which it had earlier neglected. The company's
revenues in 2004-05 reveal that the changes undertaken by the company have
started showing results. Though Dabur diversified into number of areas, the image
of Dabur was that of an Ayurvedic company. In the public perception, Dabur
products were associated with the 35-plus age group. With almost seventy percent

~ 41 ~
of India's population below 35, it appeared that Dabur would be missing out on this
mass market, which also had high disposable income.

It was really a very great experience to study this FMCG Company “Dabur India
Limited”. After going into all its aspects i.e., its marketing strategies, policies,
pricing strategies etc. we can conclude that the company is excellent on all the
fronts. The company’s different projects like Sundesh and its social initiatives in
Nepal etc. indicates that the company is also loyal towards the society, and all such
social responsibilities are very necessary to build a strong customer base and
brand loyalty

Through its comprehensive range of products it touches the lives of all consumers,
in all age groups, across all social boundaries. And this legacy has helped them
develop a bond of trust with our consumers. That guarantees us the best in all
products carrying the Dabur name. Dabur has strong distribution network. Dabur is
the Fourth largest FMCG Company of India. Dabur is one of the most trusted
brands.

6.2 Suggestions And Recommendations

 Focus on growing core brands across categories.

 Reaching out to new geographies areas

.
 Improve operational efficiencies by leveraging technology.

 Be the preferred company to meet the health and personal grooming

needs of our target consumers with safe, efficacious, natural solutions by
synthesizing the deep knowledge of ayurveda and herbs with modern
science
.
 Provide consumers with innovative products within easy reach.

 Vatika hair care center: On the lines of Marico’s Kaya Skin Clinic, Dabur
could start a venture called Vatika hair care center which would provide
total hair care solutions. It could have hair care experts to solve hair
~ 42 ~
 problems. Services could include dandruff treatment, straightening of
hair, treatment for split ends, etc.

 Position Dabur Chyawanprash as not more of a medicine but as something

which is necessary for health.

 More initiatives like “Dabur ki Deewar” to increase brand visibility. It is

an initiative to occupy shelf space.

 Be a professionally managed employer of choice, attracting, developing

and retaining quality personnel.

 Build a platform to enable Dabur to become a global ayurvedic leader

~ 43 ~
 CHAPTER 7: BIBLIOGRAPHY

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marketing-essay.php

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THANK YOU!

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